Pandora has announced the start of a new partnership with BBC Children in Need.

Kicking off on October 5 2015, the partnership will see Pandora work alongside the charity to help raise funds for disadvantaged children across the UK.

To celebrate the collaboration, Pandora has designed a bespoke new sterling silver Pudsey charm, intricately embellished with coloured gemstones to reflect the charity’s famous mascot.


The charm will sell across all Pandora stores for £40, with 20% of each sale going directly to BBC Children in Need.

Peter A. Andersen, president of Pandora, Western Europe, comments: “We are thrilled to be working with BBC Children in Need this year. This is an incredibly important cause and we are privileged to be a partner. We hope that our new Pudsey charm will help raise awareness for this fantastic charity.”

Since its arrival in the market in 2008, Pandora has been committed to supporting a number of charities, including Breakthrough Breast Cancer, the British Heart Foundation and ABF The Soldiers’ Charity.

To kick-start the campaign, TV star, Millie Mackintosh, attended an exclusive afternoon tea at Pandora’s Flagship Marble Arch store today (September 23). The store was transformed into a Pudsey-inspired playground, with manicures, cocktails and also a live band.

In reference to the event, Millie, who is a supporter of the charity, remarks: “I’ve always loved BBC Children in Need and I’m so happy to be involved in raising money for such a great cause and the Pandora Pudsey charm bracelet is so adorable. The 20% donation of each sale to BBC Children in Need will really make a huge difference to the charity.”

In addition to official launch event, the campaign will also see Pandora stores across the UK supporting the charity with a number of local fundraising initiatives, with head office staff committing to a 10k run in recognition of the cause – all in the lead up to the charity’s famous “Appeal Night”, which will be broadcast nationwide on November 13 2015.