John Lewis & Waitrose launch soft toy design competition to raise money for the NHS

Thursday 23 April 2020

  • Children of Britain invited to share their designs to create a “super-bear”’ cuddly toy using #DesignYourSuperBear to be sold at Christmas - with 100% of the profits going to the NHS
  • This marks the start of The Partnership’s “Feel Good Friday” campaign, designed to bring the nation together in a time of isolation

John Lewis and Waitrose are today launching a soft toy design competition for children around the UK to raise critical funds for the NHS.

With homeschooling recommencing across the nation, the retailer is inviting children (and adults) to create and share their designs for a “super-bear” cuddly toy that celebrates the spirit and fortitude of the fearless men and women working on the frontline during the Covid-19 crisis. 

The winning design will be turned into an exclusive Christmas toy and sold by Waitrose and John Lewis from October, following in the footsteps of a number of beloved characters from the retailer. 

Martin George, Marketing Director for the John Lewis Partnership, comments: “The acts of gratitude demonstrated by the public towards frontline workers, from the thousands of “thank you” pictures to Thursday evening clapping, shows how deep our nation’s love for the NHS goes. We’ve already been supporting the NHS and critical workers in a number of ways, but we want to make a lasting contribution that demonstrates our appreciation for those who are on the front line. 

“We hope this competition will help inspire the nation’s children to put pencil to paper and encourage many to submit their creations, while helping us give something back to our wonderful National Health Service and frontline workers.”

The competition, which launches on April 24, marks the start of the “Feel Good Friday” campaign, designed to bring the nation together in a time of isolation.

Every Friday, Waitrose & John Lewis will focus on one skill or pastime, all in service of helping people enjoy a shared interest, learn something new and creating stronger relationships within local communities.

Working with Partners, celebrity experts, a range of charities and the NHS, this will include everything from gardening, arts and crafts, mindfulness, to baking and fitness.

This follows a number of initiatives already launched by the John Lewis Partnership to support critical emergency workers during this time, from setting aside a proportion of hard-to-find and everyday essential items during periods of low stock and opening dedicated tills, to installing a wellbeing area for medical staff and volunteers at the Nightingale NHS Hospital in London.


Competition details:

  • Eligibility - For children to enter this competition, they must ask an adult over the age of 18 to enter on their behalf. This competition is open to UK residents aged 18 or over with an email address, Twitter or Instagram account. 
  • Prize
    • The winner’s design will be manufactured and sold by John Lewis and Partners and Waitrose and Partners in Q4 2020.
    • The Prize carries no cash value, is non-transferable and may not be substituted by the winner. 
  • Entry
    • For kids to enter the competition, they will need to ask an adult over the age of 18 to enter via email or via Instagram or Twitter on their behalf. Participants must send a design of a toy via email or post a design of a toy using the hashtag #DesignYourSuperBear on Instagram or Twitter.
    • Participants may enter the Prize Draw once per Instagram or Twitter account. 
  • Winner Selection

About the John Lewis Partnership

The John Lewis Partnership owns and operates two of Britain's best-loved retail brands - John Lewis & Partners and Waitrose & Partners. Started as a radical idea nearly a century ago, the Partnership is the largest employee-owned business in the UK and amongst the largest in the world, with over 80,000 employees who are all Partners in the business. For all intents and purposes, the Partnership is a social enterprise; the profits made are reinvested into the business - for customers and Partners. John Lewis & Partners operates 50 shops across the UK (36 department stores, 12 John Lewis at home and shops at St Pancras International and Heathrow Terminal 2) as well as Waitrose & Partners has 338 shops in England, Scotland, Wales and the Channel Islands, including 61 convenience branches, and another 27 shops at Welcome Break locations. Waitrose & Partners exports products to more than 50 countries worldwide and has nine shops which operate under licence in the Middle East. The retailer's omnichannel business includes the online grocery service,, as well as specialist online shops including for wine and for plants and flowers.