Wednesday 17 September 2025 – BBC Children in Need and George at Asda have today unveiled the charity’s official 2025 T-shirt, designed by TV presenter and fashion icon Emma Willis. Personally invited by the charity to take on this creative challenge – and bring the design to life on the catwalk – Emma responded with passion, flair and a little bit of punk. Her bold, uplifting creation celebrates Pudsey Bear whilst championing showing up for children and young people across the UK when they need us most. 

The launch forms part of BBC Children in Need’s 2025 fundraising campaign, which calls on the nation to “Challenge Yourself” to help make life lighter for children facing unimaginable challenges alone. Emma’s design challenge is one of many issued by the charity this year, with yellow envelopes containing unique fundraising tasks appearing in schools, workplaces, supermarkets, and even on BBC programmes. 

Joining Emma in support of the campaign are a host of familiar faces including Jordan Banjo, GK Barry, Danny Beard, Frankie Bridge, Emma Bunton, James & Clair Buckley, Jim Chapman, Tasha Ghouri, Vernon Kay, Paddy McGuinness, Melvin Odoom, Kimberley Walsh and Joe Wicks MBE – all proudly sporting the 2025 t-shirt to raise vital funds. 

The profits  from the t-shirt will go towards BBC Children in Need and Asda’s Fuelling Potential campaign, which tackles food insecurity and supports children to thrive. Emma Willis said: “When BBC Children in Need and George at Asda asked me to design this year’s official t-shirt and bring it to life on the catwalk, I couldn’t resist. I wanted the design to reflect the strength, resilience and positivity of the children it supports. Every challenge, big or small, is a way to show we care. I can’t wait to see it on the runway today, and even more to spot it out in the world, proudly worn by Children in Need’s amazing supporters.” 

Claire Hoyle, Chief Campaigns and Engagement Officer at BBC Children in Need, added: “We’re thrilled to have Emma Willis on board for this year’s campaign. Her creativity and compassion shine through in the design, and we’re so grateful to her and all the celebrities supporting the launch. Every t-shirt sold helps us continue our mission to be there for children when they need us most.” 

Liz Evans, Managing Director at George said  “It’s been a joy to collaborate with Emma Willis on this year’s t-shirt. Her design is stylish, meaningful and full of heart – just like the campaign itself. We couldn’t ask for a better design for the 2025 campaign, especially as we are celebrating our 25th year partnership with BBC Children in Need. We are super excited about the launch in stores and online as every year our customers and colleagues always love to get involved in our BBC Children in Need fundraising campaign”.  The 2025 t-shirt  is available in adult (£10) and child (£5) sizes today from  www.george.com, Asda stores nationwide and Pudsey’s online shop.  

~ENDS~ 

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Henni Cardy – [email protected] / 07854 111006