The major children’s toy retailer launched its micro donation scheme, Pennies, across its shops in 2011, including 31 shops in the West Midlands, with digital charity boxes encouraging customers to donate their small change for children’s hospitals and other good causes at the point of sale.

The initiative supports four children's hospitals across the UK, including Birmingham Children’s Hospital, a leading UK specialist paediatric centre offering expert care to over 100,000 children and young people from across the country every year.  

Delivering some of the most advanced treatments, complex surgical procedures and cutting-edge research and development, the hospital treats one in five children from Birmingham and one in eight from the wider West Midlands.   

Every patient and family at Birmingham Children’s Hospital will have benefitted from the hospital’s charity in some way. As a result, it continually strives to do more for the sick kids in its care, including through the power of play.

Being in hospital can be a scary experience for anyone but for a child it can often be even more nerve-wracking. Fear and anxiety can have a negative impact on a child's recovery, which is why play is central to everyday life at the Children’s Hospital.

Every year, the hospital's charity helps fund a team of 15 Play and Recreation Facilitators and Workers, who support more than 250 children and families every single day. 

Each play worker forms close relationships with patients and parents, putting them all at ease to bridge the gap between the nurses and doctors, and helping them to understand their treatment and illness. 

Using arts and crafts, role play, games, stories and fun activities, the Play Worker team often works one-to-one with patients of all ages, providing a necessary diversion from difficult, uncomfortable or upsetting situations.

Kirsty McCandless, area manager for the West Midlands at The Entertainer, said: “At The Entertainer, play is at the heart of everything we do, so supporting causes that bring comfort, hope and moments of joy to seriously ill children feels deeply important to us.

“We are enormously grateful to every customer who has chosen to press ‘yes’ over the years to support Birmingham Children’s Hospital supporting so many children and families in the West Midlands. Together, they have shown that even the smallest acts of generosity can have an extraordinary impact.”

Pennies CEO, Alison Hutchinson CBE, added: “£1 million all from small donations … what an amazing example of how small acts of kindness can come together to create something truly life changing.

“Every time a customer chose to round up their purchase, they’ve helped support children and families receiving care at Birmingham Children’s Hospital. Those small digital donations have grown into an extraordinary contribution that is helping bring comfort, care and moments of joy during some incredibly challenging times.

“We are hugely proud of our long-standing partnership with The Entertainer and grateful to every customer who has pressed ‘yes’.

“Thank you to The Entertainer team and to every customer who presses ‘yes’ - together, you’re helping ensure every child can experience the power of play, even during the toughest times.”