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Sooty brings his magic to Smile Train partnership

Character teams with the world’s largest cleft organisation to help raise awareness and funds.

Sooty has partnered with Smile Train, the world’s largest cleft organisation, to bring awareness and funds for children with clefts globally.

The two-year partnership aims to fund cleft treatment and bring smiles to 500 children in need. It will see Sooty appointed as a Global Celebrity Ambassador for Smile Train, joining the ranks of Kylie Jenner and Bette Midler.

As part of the tie-up, Sooty will launch ‘The Magic of a Smile’ campaign with a range of e-cards produced by Don’t Send Me a Card which will be distributed in time for the Christmas holiday.

Customers will donate the cost of a card to Smile Train, with more fundraising products to follow.

The deal was brokered by Sooty’s global agent, Those Licensing People, and cause-related partnership expert, Louis Kennedy.

“We’re absolutely delighted to be welcoming Sooty into the Smile Train family as a Global Celebrity Ambassador,” enthused Ian Vallance, Smile Train UK’s director of fundraising. “With Sooty’s help, we’re excited to bring the magic of a smile to more children around the world. At Smile Train, our unique and sustainable model provides training and funding to empower local medical professionals, enabling them to provide 100%-free cleft surgery and comprehensive cleft care for babies and children globally.

“By working with Sooty, we hope to provide many more magical smiles for babies and children born with a cleft to enable them to lead full and productive lives.”

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