Horrid Henry Collaborates with Madlug
Novel Entertainment is teaming up with social enterprise
Madlug to support the company’s mission to raise awareness of the value and worth of care experienced children, while helping them make their way in dignity.
Under the collaboration, Novel Entertainment has donated its
Horrid Henry brand to enable Madlug to create a backpack featuring the popular children’s entertainment property.
Launched on on Thursday 21st July and priced at £29.99, the Madlug x Horrid Henry backpack is available in red and blue. As part of Madlug’s ‘buy one, give one’ initiative, for every Horrid Henry backpack purchased, a care experienced child will receive their own pack-away travel bag.
The Horrid Henry x Madlug backpack logo was specially designed to incorporate Madlug’s brand by
House of Fandango’s Lucy Freeth, and will be available to buy exclusively from
Madlug.com. The launch is being supported by a promotional and social media campaign.
As well as supporting Madlug’s aim to empower care experienced young people by providing them with job training and entrepreneurial opportunities, this initiative aligns with Novel’s wider social impact programme. Last year saw the release of
Horrid Henry and the Groovy Grandma, a conversation about loss, which was donated to
GOSH’s Power of Play Platform. Alongside inclusivity consultant
George O’Shaughnessy,
Madlug, and the
Foundling Museum, Novel Entertainment are now working on a second film, which will be a conversation about love.
Novel Entertainment’s co-founder and creative director, Lucinda Whiteley, said: “As part of our ongoing efforts to bring Horrid Henry into the area of social impact and make a difference with the brand, it’s a privilege to support and be part of Madlug’s hugely worthwhile mission. Our aim is to continue this collaboration with Madlug in the long-term and to support the enterprise as they make sure every child in care knows they are incredible and feel valued.”
Dave Linton, Founder at Madlug, added: “There’s over 100,000 children in care in the UK and Ireland and one child enters the care system every 15 minutes, most having their belongings moved in black bin bags or plastic shopping bags. This is the first time we’ve collaborated with a company to use their IP to raise funds for the Madlug movement, and we’re delighted to have Novel Entertainment’s support as we give Horrid Henry fans the chance to give dignity to children in care. Because no child should be carrying their life in a bin bag.”
