UK toy brand Cubbies is giving away 1,000 Guardian Bears to bereaved parents in memory of their lost children.

The initiative will launch on Cubbies.co on 19th March, and will allow bereaved parents to personalise a Guardian Bear in memory of their baby/child. Around 1,000 bears will be given away completely free (subject to a small postage fee) to parents. Parents simply visit the website www.cubbies.co, select the Guardian Bear, enter details for the personalisation, and the bear will be shipped out to them within 10 days.

The brand ran the scheme last year however the majority of bears were not claimed. This is something the brand wants to change through awareness.

Cubbies’ Founder Lee White commented: “We hope to provide bereaved parents with a lasting memory of their child with the gift of a Guardian Bear. This is our way of helping keep memories of those we have lost.”

Cubbies is involved in a number of charitable initiatives, and most recently donated over 2,000 bears to children affected by Hurricane Irma.