As well as selling great stuff for 0-5s, as a company we’ve always wanted to help make family life a little bit easier. “I’m a parent as well as a business owner, so I’ve always wanted to share any successes at KIDLY with my colleagues and to give a proportion of our profits to family charities,” explains our founder, James Hart.

Which is why, in 2020, we set up the KIDLY Family Fund - a charitable trust that sits at the centre of all KIDLY’s fundraising activities.

The Family Fund’s first campaign ran over Black Friday last November and earned £25,000 for two amazing charities - Buttle UK and Home-Start - to help families adversely affected by Covid and lockdown.

The money raised bought hard-up households toys and trampolines for gardens, laptops to help with home schooling, plus Christmas groceries and gifts. Parents really struggling with isolation were given much-needed emotional support, either via Zoom calls, doorstep visits or permitted meet-ups in parks and playgrounds.

This year, KIDLY celebrates turning 5.

For our birthday week celebrations in May, and throughout 2021, we’ll be focusing our KIDLY Family Fund fundraising on the first five years of life. All the money we raise will go to our charity partner, Family Action, and their Creating Happy Memories campaign.

"Our Creating Happy Memories campaign is about helping families to have fun together: a trip to the zoo or cinema, a day at the seaside or even a simple picnic."
Vivienne Dunton, Campaign Manager, Family Action.

“Many under-5s have lived a large part of their life under lockdown restrictions and so they’ve missed out on some of those crucial positive experiences that should set them up for life,” says Vivienne Dunton, Campaign Manager at Family Action.

Family Action pic of two girls with facepaint

Even a simple family picnic creates an important happy memory for a young child.

“Of course, we’ve all had to cope with lockdown, but the families we work with face added complex and difficult issues, like poverty, domestic abuse, mental ill-health, social isolation, learning disabilities and problems to do with alcohol and substance abuse.

“Our Creating Happy Memories campaign is about helping families to have fun together: a trip to the zoo or cinema, a day at the seaside or even a simple picnic. We'll also be sending out activity packs, sports equipment and arts and crafts supplies: resources lots of families can’t easily afford.

"Simple, fun shared experiences give everyone an important break from everyday struggles, responsibilities and routines - they’re crucial for young kids’ healthy development and for creating happy memories," explains Viv. "We’re really happy to have KIDLY’s support: it’ll make such a difference.”

Family Action pic of two girls reading a book with a mum

Family Action also sends out activity packs that families can enjoy together.

The KIDLY Family Fund is still in its early days. (In parenting language, you could say it’s just taken those first few steps...) As it gets bigger and more established, we hope we’ll be able to invite good causes to approach us for grants on a regular basis.

"Simple, fun shared experiences give everyone an important break from everyday struggles, responsibilities and routines - and they’re crucial for young kids’ healthy development."
Vivienne Dunton, Campaign Manager, Family Action.

In the meantime, if you’re a charity and you’d like to partner with us, please drop us a line at [email protected] If you’re a KIDLY shopper and you’ve bought anything in our 5th Birthday Week, thanks for contributing to the Family Fund. Your money will help young kids have a happier, healthier start in life.

And we can all raise a glass to that.