A thousand families in Swansea to receive “Cwtch Kits” to promote importance of everyday moments of connection.
The Royal Foundation Centre for Early Childhood has partnered with Amazon UK and Faith in Families together to deliver 1,000 Early Years “Cwtch Kits” to families across Swansea and South Wales. This collaboration stems from the Centre’s wider work with its Business Taskforce for Early Childhood, which encourages businesses across the UK to take meaningful action during the crucial first five years of life.
Inspired by the Centre’s mission and the Business Taskforce’s call to action, Amazon UK co-designed, funded and packed 1,000 Cwtch Kits, each filled with items designed to help families enjoy simple, everyday moments of connection that play a vital role in a child’s development.The kits include a family-sized blanket, books and sensory toys, and have already been distributed through the Cwtch Mawr Multibank, operated by Faith in Families. Families with children aged 0-4, as well as expectant parents, received the kits during community sessions run by the charity, ensuring they reached families at a time and place where the support could make a meaningful difference.
Christian Guy, Executive Director of The Royal Foundation Centre for Early Childhood, welcomed Amazon’s involvement and the growing movement of businesses supporting early childhood, saying:
“We know how important everyday moments of connection with caring adults can be for babies and young children, with benefits that can last a lifetime. We are delighted that Amazon have joined the growing number of businesses across the UK finding different ways to support early childhood development and, in turn, helping to shape a happier, healthier society.”
John Boumphrey, UK Country Manager of Amazon, highlighted the importance of the early years and the value of collaboration, saying:
“The first five years of a child’s life represent a crucial window of opportunity. Working with the Royal Foundation and one of our lead Multibank partners, Faith in Families, this kitting was a fantastic opportunity to prioritise early childhood development, and we hope the kits promote true connection.”
