The ‘Putting Childhood Leukaemia to Bed’ campaign at M&S will be supported by in-store promotions in every UK department store and online. All promotional materials will feature four children who have been treated for leukaemia modelling M&S nightwear.

The children who star as the ‘faces’ of the campaign are Charlotte Parr, 6, from Steeple Morden in Cambridgeshire, Ben Charlton, 8, from Gateshead, Jessica Baldock, 9 from Edenbridge  and Finlay Armstrong, 4, from Luton.

Once M&S customers have bought their Tatty Teddy keyring they can demonstrate their support for ‘Putting Childhood Leukaemia to Bed’ by photographing Tatty Teddy in an unusual location and posting the picture on www.beatingbloodcancers.org.uk/mands. Celebrities including Louie Spence, Sir Steve Redgrave and Susan Boyle have already shown their support for the campaign by posing with Tatty Teddy.

Leukaemia is the most common form of childhood cancer. Thanks to continued investment in pioneering research by Leukaemia & Lymphoma 90% of children now survive the most common form of childhood leukaemia. But treatments are gruelling and some children are still losing their fight with blood cancer.

Every day a child is diagnosed with leukaemia and with that devastating news a family’s life is turned upside down. Finlay’s mum, Tara, says “having gone through the trauma of diagnosis, our hearts were broken yet again when a groundbreaking test developed by Leukaemia & Lymphoma Research scientists revealed Finlay was at a high risk of relapse after treatment. Once a child relapses leukaemia is much harder to treat and their chances of survival drop significantly.

”We are eternally grateful to Leukaemia & Lymphoma Research because Finlay would probably not be alive today if it wasn’t for the work they do. And we are very grateful to M&S for supporting the ‘Putting Childhood Leukaemia to Bed’ campaign which will help save the lives of more children.”

Cathy Gilman, Chief Executive of Leukaemia & Lymphoma Research says:”Please do help us beat childhood leukaemia by going to your local M&S or online throughout June and buying an exclusive Tatty Teddy keyring wearing our charity’s distinctive red T-Shirt. Or please buy some Kid’s nightwear during the first two special weeks of June. A big thank you to M&S for working with us to put childhood leukaemia to bed. This campaign will help save more children’s lives.”