To mark Asda’s 25th year of supporting BBC Children in Need, the retailer has launched a new George capsule collection called – ‘Little Pudsey Club’, a joyful new babywear collection launching 17th May 2025.
The range will see a donation of 20% from each item sold go to BBC Children in Need, helping fund vital projects that make a difference in young lives across the UK.
Designed with little ones in mind, the collection features a range of adorable baby essentials with a variety of the ranges starting from size Tiny Baby (up to 6lbs) to age 3 years.
The range includes everything from sleepsuits (£9) and starter packs (£14) to pyjama sets (£13), dungarees (£12), towels (£6) and muslins(£4).
Every purchase from the Little Pudsey Club range supports BBC Children in Need, helping fund vital projects that make a difference in young lives across the UK. Many families face complex and connected challenges – including poverty, mental ill health, domestic abuse, disability, neglect, trauma and the impact of marginalised identities. Through its funding, BBC Children in Need is helping babies and children feel safe, supported, and able to thrive in the earliest and most crucial stage of life.
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Around 4.5 million children are currently growing up in poverty in the UK
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Over 1 million children aged 0–4 are affected by material deprivation
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Disabled children are more likely to be living in poverty
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In some areas, over half of all children are growing up in poverty
With the launch of the Little Pudsey Club, Asda continues its long-standing commitment to making a meaningful difference in the lives of families across the UK. Asda and BBC Children in Need have been in partnership since 2000 and have raised over £38 million to date.
Asda’s funding has been instrumental in supporting and making a difference to the lives of children and young people across the UK, and over the past 24 years, we have been able to improve the lives of over 350,000 children and young people.
Hayley Hartwell, George Senior Buying Manager Kids & Baby said, “We have a rich heritage of supporting BBC Children in Need here at George at Asda and our range continually grows each year. To kick start the celebrations of our 25th year partnership, we have created a new “little Pudsey club” baby capsule collection. A donation of 20% from the sale of each item will go to BBC Children in Need to help fund vital projects that make a difference in young lives across the UK.”
Claire Hoyle, Director of Income Generation, Marketing & Communications at BBC Children in Need said: “We’ve been in partnership with George at Asda for the last 25 years and in that time have raised over £38m which has made a positive difference to the lives of countless children facing challenges across the UK. I’m delighted that we’ve launched the Little Pudsey Club range, which is a fitting addition to kick off our 25th year in partnership together and enable us to continue this great work.”
