‘Cared for with Love’: Alder Hey x Matalan 2026 PJ Campaign Launches
Alder Hey x Matalan collection returns to celebrate 13 years of partnership
Our much-loved Alder Hey x Matalan collection launches today, Monday 12th October,, with 100% of profits donated to Alder Hey Children’s Charity to help create healthier, happier and fairer futures for children and young people.
Now in its 13th year the partnership has already raised more than £6.1 million, thanks to Matalan’s dedicated colleagues, generous customers and the continued success of our annual PJ campaigns.
A collection designed with care
Featuring delicate gingham prints, a calming colour palette and subtle appearances from Oli the elephant, this year’s collection brings comfort and style to the whole family. Our super-soft pyjamas are perfect for cosy nights together.
New additions include a children’s bathrobe and adults’ and children’s unisex T-shirts featuring Oli and the words ‘Cared for With Love’ – a tribute to the care and compassion families receive at Alder Hey every day.
Meet the families behind the campaign
This year’s collection is proudly modelled by Alder Hey patients Rivan, Millie, Harriet and Romily, alongside their families.
Rivan needed emergency surgery and high dependency care after becoming critically ill with pneumonia, a collapsed lung and a serious infection around his lung. Following treatment at Alder Hey, he returned home and is now a happy, healthy little boy.
Millie received specialist care for multiple complex heart problems, undergoing four open-heart surgeries during six months at Alder Hey. She is now home with her family and thriving alongside her older siblings.
Harriet (right) continues to receive care for Behçet’s Syndrome, a rare inflammatory condition that can cause significant pain and affect mobility. Support from Alder Hey’s rheumatology, physiotherapy and psychology teams has helped her continue dancing and cheerleading.
Her best friend Romily (left) underwent major reconstructive surgery for severe hip dysplasia, followed by physiotherapy to learn to walk again. She has since returned to gymnastics and cheerleading, including competing at the Cheerleading World Championships in Florida.
Together, their stories reflect the expertise, kindness and support that ‘Cared for With Love’ represents.
A partnership making a lasting difference
The first Alder Hey x Matalan product collaboration launched in 2014, beginning with a five-year pledge to support the development of Alder Hey’s pioneering Research, Innovation and Education Centre.
Since then, the partnership has also contributed to the charity’s Children’s Mental Health Appeal and Surgical Neonatal Appeal, helping improve care and support for children, young people and their families. The new surgical neonatal unit is set to open in 2027.
Over the next two years, funds raised through the partnership, including this year’s collection, will support pioneering research, early years development and community wellbeing programmes. These initiatives will help tackle health inequalities and improve outcomes for children and families in the North West and beyond.
Katherine Davis, Chief Retail Officer at Matalan, said:
“We are incredibly proud to be celebrating our long-standing partnership with Alder Hey Children’s Charity for a fabulous 13th year. What began as a charity collaboration has grown into a much-loved tradition for our customers, colleagues, and the wider Alder Hey family, reaching far beyond the North West. Each year, we’re reminded of the incredible difference we can make together, and we’re delighted to support Alder Hey’s families and clinicians through this special partnership. This year’s collection has been designed with care and love, creating something truly special for everyone to enjoy. We think it’s our best collection yet, and we hope you do too.”
Fiona Ashcroft, CEO of Alder Hey Children’s Charity, said:
“There’s always such excitement and anticipation when the new Matalan x Alder Hey PJs are revealed, and this year’s design feels really different and incredibly special.
“At the heart of the campaign are real Alder Hey families, each with their own experience of the extraordinary care, compassion and expertise at Alder Hey. By sharing their stories, they represent so many of the children, young people and families we are here to support and are a real reminder of why this partnership is magical.
“We’re incredibly grateful to Matalan, its colleagues and customers for continuing to stand alongside us. Every item bought helps us make a lasting difference for children and families and brings us closer to a healthier, happier and fairer future for every child and young person.”
Shop the collection
The Alder Hey x Matalan collection is available from Monday 12 October, in selected Matalan stores and online, while stocks last. You can also shop at the Alder Hey Atrium shop and our charity shops in Old Swan and Huyton.
Every purchase supports the next chapter of a partnership that has already helped make so much possible for children and families.
Shop the collection at Matalan.
(100% of all profits from this campaign will be donated to Alder Hey Children’s Charity, registered charity number 1160661, subject to a minimum guaranteed donation of £200,000.)
