Bob the Builder will be coming to the aid of Shelter as the homelessness charity kicks off an exclusive-three year partnership with the owner of the beloved children’s character.

The partnership between Shelter and HIT Entertainment aims to raise “thousands of pounds” for the charity and increase awareness of the plight of homeless children and families among a new audience.

While there is no specific fundraising target, Lesli Zador, brand manager at HIT Entertainment, said: “We are working closely to develop fundraising ideas that maximise both innovation and income generation.  We will ensure that every channel and platform that has the potential to build awareness and raise money is fully utilised – both traditional and new.”

The partnership will use cause-related marketing and co-branded fundraising material, the latter of which will be paid for by both the charity and HIT.

Shelter secured the partnership after making an approach to HIT. “It was such a natural fit,” said Zador. “We knew from the moment they introduced themselves that they would be a perfect national charity partner for Bob the Builder.”

The partnership kicks off this Saturday with the cinema premier of Bob’s new film ‘Legend of the Golden Hammer’.