The John Lewis Partnership is linking up with animal welfare charity the RSPCA, with the launch of a plush toy called Hugo the Hedgehog. £2.50 from every Hugo sold – 25% of the selling price – will be spent on the RSPCA’s wildlife rescue work, which includes support for baby hedgehogs.

Attached to all the Hugo plush toys is a swing ticket, which lets buyers know that their purchase is playing a part in supporting the RSPCA.

Hugo has been in-store and online since the beginning of October. He can be seen in Christmas window displays and on the Christmas tree that appears in all John Lewis stores.

The association between the RSPCA and John Lewis goes back a number of years. From 2006 to 2010, the John Lewis Partnership chose the RSPCA as one of four charities to benefit from the sale of Christmas cards, money boxes and gift boxed mugs. However, this is the first time the two groups have worked together on a promotion involving a plush character.

RSPCA trading manager, Cathy Snow, says: “Raising awareness of wildlife needs with this delightful John Lewis plush will be of enormous benefit to our work — and sales of Hugo will boost funds that allow us to continue helping animals in England and Wales.”