Halfords is teaming up in an exclusive partnership with the Meningitis Trust that will see the motor goods retailer sell badges featuring classic boys toy icon Action Man as part of a new a fundraising initiative.
The retailer will sell five different designs after agreeing a license from Hasbro Properties Group.
Halfords, which celebrates its centenary this year, aims to help raise £100,000 for the trust after naming it as its first Charity of the Year partner. Branded carrier bags will also highlight the partnership, which was agreed after a competitive submission.
Employees and customers from the company’s 428 stores in UK and Ireland will now be involved in a number of events to raise money for the charity.
Halfords chief executive Ian McLeod says: “We recognise the vital work that the Meningitis Trust does in supporting people affected by this devastating disease and are delighted to be able to raise awareness and contribute to a cause which is of real concern to both our employees and customers.”