Chosen partner delighted to be selected by retail giant

A children’s charity is set to cash in from the hugely popular John Lewis advert – after the retailer chose it as its official charity partner.

Moz the Monster, aired last week, tells the story of a 7-year old boy and his imaginary monster who lives under his bed.

Barnardos will receive 10% of merchandising from sales of Moz which includes a cuddly toy and mugs.

The advert was first shown on Channel 4 last Thursday and has do far been viewed over 6.8m times.

Barnardo’s tweeted: “We’re delighted to be @johnlewisretail’s charity partner this Christmas! Look out for their ad on TV tonight to see #MozTheMonster.

“All proceeds from Moz merch will help us continue our vital work with young carers.”

Craig Inglis, customer director at John Lewis, said: "This year’s Christmas campaign brings to life the power of children’s imaginations and the joy of great friendships.

"Moz and Joe’s story is magical and heartwarming and I’m sure it will be loved by all of our customers, young and old.”