KIDS can go colouring crazy on Wednesday and help to raise £20,000 for the NSPCC.
Early Learning Centres around the UK, including the store in the Brunel Plaza, are offering a host of activities including colouring, sports tournaments, face painting, lucky dips and games to make the fundraising effort fun.
A company spokeswoman said: "It is a fantastic way for children to have fun and be creative whilst raising money for such a worthy cause."
The nationwide chain, which is based in Swindon, started supporting the children's charity six years ago and has so far managed to raise more than £500,000.
NSPCC divisional director Safron Rose said: "We run 180 projects across England, Wales, Northern Ireland and the Channel Islands, all working towards our aim of ending cruelty to children."
None of this work would be possible without the money that such fun activities help to raise."
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