ohn Lewis has chosen The Wildlife Trusts as its charity partner for this year’s advert which highlights the joy of wildlife in this country today. As part of the partnership John Lewis will donate 10% of the retail price of a selection of cuddly toys linked to the advert sold in their stores and online to The Wildlife Trusts.

Many Cornwall Wildlife Trust staff were moved when they saw the advert for the first time as it reinforces the message its staff and supporters have been tirelessly championing for over 50 years - namely that nature is a joy and that everybody, if they keep their eyes peeled at the right time, can have an animal encounter - either in the countryside or a suburban garden as in the advert.

The 10% donation from toy sales to The Wildlife Trusts, of which Cornwall Wildlife Trust is a member, is such an added bonus at a time when conservation funding is becoming much more difficult to secure. These funds will go towards The Wildlife Trusts’ work engaging children with nature – including wildlife action packs for schoolchildren, activity booklets, and wildlife resources for teachers to use in lessons. 

Keith Hambly-Staite, Trustee at Cornwall Wildlife Trust says,

"My four year old grand-daughter couldn't keep her eyes off the John Lewis advert when we watched it on television this weekend. Wide eyed, she started asking all sorts of questions about the different animals. Although fox cubs naturally jump in the air I'm not sure about hedgehogs, but we got round that! It was the joy of the thing that impressed me and the bonding that took place between us was great. There can be no question that the endorsement of the wildlife movement this year by one of this country's leading retailers can only be good for our key message - that wildlife can be found in the most unexpected places and can be a great encounter to be experienced by children and adults alike."

Keith Hambly-Staite continues,

“With the support of John Lewis Cornwall Wildlife Trust, together with the other 46 UK wildlife trusts will enable us to inspire thousands more people of all ages to the wonders of the natural world.”