NAILSWORTH’S independent toy shop The Little People Company has joined forces with Gloucestershire childhood bereavement charity Winston’s Wish to launch a customer membership scheme in support of the cause.

A five per cent donation from members’ purchases will go straight to the charity while members themselves can take advantage of such benefits as in-store discounts, free gift wrapping, invitations to special sale nights and free drinks for accompanying toddlers.

Shop owner Emma Branch is herself a mum-of-three and feels passionate about the work of Winston’s Wish as the UK’s leading provider of practical and emotional support for grieving children and their families.

"It is hard to think of a child going through serious family illness or bereavement at an age when the hardest thing they should have to deal with is which toy to choose," said Emma.

"So it is great that we can do something to help those children and at the same time, help our regular customers.

"We set up The Little People Company to be like a wonderland for children, where they can play, try out new toys and have a great time."

Kate Acutt, corporate and trusts manager for Winston’s Wish added: "We are delighted that The Little People Company is raising money for us. "Every penny raised will go towards the vital work that we do with bereaved children, young people and their families.

"We wish The Little People Company success with their membership scheme and are grateful for their support."

Visit The Little People Company at 11 Bridge Street, Nailsworth, GL6 0AA or call 01453 839 010.