TK Maxx is set to sell character plushies from its 2024 Christmas ad ‘Festive Farm’ to support fundraising for The King’s Trust.

The characters were first introduced in the retailer’s 2023 Christmas ad and include a farmer, his wife, and their group of stylish animal friends, such as a beret-wearing goat, a bow tie-wearing duck, an alpaca in a cosy sweater, and a hedgehog with a bobble hat.

The brand has teamed up with the TikTok and Instagram account ‘Sylvanian Drama’ to release a three-part social content series featuring the festive animal characters.

The series will showcase the animals as they prepare for the festive season, do their Christmas shopping, and host Christmas lunch.

TK Maxx group director Deborah Dolce said: “We had such a fantastic reaction to our super stylish Lil’ Goat and her fashionable friends that we’ve opened up the barn doors to see them once again. And our gorgeous plush toys mean that this year you can spoil all your loved ones for less with gifts that do good.”

The Festive Farm campaign will be broadcast on TV and featured on social media platforms. It will also appear in out-of-home placements, such as light-up London bus wraps, digital out-of-home ads, Dublin tram and London taxi wraps, video-on-demand, and nationwide radio.