Alder Hey and Matalan launch Christmas PJ campaign

It's the day thousands of families across Merseyside have been waiting for as Alder Hey launch their annual pyjama campaign.

This year’s sought after pyjama range returns, including the unisex adult and children’s PJs, a baby grow and pet outfit, all with a new and exciting design. Brand new for the 2021 collaboration, Matalan and Alder Hey tasked children all over the UK to get creative and to help design the next set of family pyjamas. The winner of the exciting competition was 6 year old Oliver Morgan, whose vision has come to life for the new range. Oliver’s design features the Alder Hey mascot Oli the Elephant at centre stage with a ‘Have a jolly Oli Christmas!’ slogan and a fun Christmas tree print – the next must have pyjamas for families to get their hands on in time for Christmas!

100% of all profits will go towards the Alder Hey Children’s Charity new Surgical Neonatal Appeal. The campaign has pledged to raise £2.5million, for the new state-of-the-art Intensive Care Unit (NICU) which is planned to be built on the site of Alder Hey Children’s NHS Foundation Trust in Liverpool. The new unit will be part of the partnership between Alder Hey and Liverpool Women’s NHS Foundation Trust - under the Liverpool Neonatal Partnership.

Subject to planning permission, the new unit will result in a further 22 neonatal cots for Liverpool and will feature 18 individual family rooms where parents can be alongside their poorly newborns whilst they’re receiving expert care.

The unit will address a shared concern between Liverpool Women’s and Alder Hey that babies who need specialist surgery currently have to be transferred to Alder Hey to get the specialist surgical care they need and are then transferred back to Liverpool Women’s Hospital to continue their specialist neonatal care. Every transfer carries a risk to babies at the most vulnerable time in their lives.

Charity funding will provide enhancements and equipment for both the clinical space and family areas, elevating it from a facility that provides families with a safe and secure environment for them and their newborns, to a truly world-class facility that wraps around families with the most vulnerable babies in the region.

Aimed to be built by 2022, this first-of-its-kind surgical neonatal unit will be an extension to Alder Hey, a place where families can stay with their babies in private, comfortable rooms whilst still accessing expert care from Alder Hey’s clinicians.

Some of Alder Hey’s incredible ambassadors and their families for the 2021 Matalan X Alder Hey campaign have shared their neonatal journeys at Alder Hey Hospital, including Betty, Sam and Micah, as well as all the staff, surgeons, nurses and consultants who all come together to form a special community – reflecting the real message behind the #TogetherForAlderHey campaigns.

Fiona Ashcroft, CEO of Alder Hey Children’s Charity said;

“Once again Matalan astound us with their dedication and creativity by producing this glorious PJ range which is available just in time for the Christmas gift buying period. And remember with 100% of profits coming to Alder Hey you are giving twice at Christmas with every pair you buy!”