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Superhero effort from High Chelmer shoppers raises essential charity funds

Chelmsford shoppers were out in full force at a special charity event at the High Chelmer branch of River Island during half-term, which resulted in £1,125 being raised in-store. The popular fashion retailer is set to match the contribution, meaning £2,250 in total will be donated to the Alzheimer’s Society.

The ‘Fairy Tale’ event saw two, jam-packed days of fun, with a host of superheroes and fairy tale characters making a special appearance at the shopping centre. Children and their families were greeted with balloons and sweets, as well as having the opportunity to take their own pictures with Stuart the Minion and Spiderman.

Elsa, Cat in the Hat, mermaid Ariel, Princess Belle, Cinderella, Pinocchio and Superwoman were also there to greet fans and pose for pictures.

Venture Photography was at the event to capture family memories and for every photoshoot booked at its studio, £5 was donated to the Alzheimer’s Society. As part of the fun, members of the River Island team also dressed up to help raise funds, and visitors entered a prize draw for a chance to bag gifts cards.

Kirsti Sanders, store manager at River Island, said: “We are over the moon about how successful the Fairy Tale event has been. It’s not every day that iconic figures from the animated-film world are all in the same place at once, so people attended in their droves and had a fantastic time with us.

“The Alzheimer’s Society is a cause that’s very close to the River Island team’s heart, so we can’t say ‘thank you’ enough for all the kindness and generosity shown by all who attended,” said Kirsti. “The total from the weekend has been doubled by the company, which is absolutely fantastic and will enable the charity to continue its amazing work helping many families in the city and beyond.”

Mick McDonagh, centre manager at High Chelmer, said: “Congratulations to River Island for hosting this brilliant, charity fundraiser and our grateful thanks to our customers for being fully behind the cause and once again demonstrating the close-knit community spirit Chelmsford has.

“We love nothing more than seeing families having a great time together at the shopping centre and River Island’s event was a dream-like experience for the little ones of Chelmsford who got to meet their big-screen idols,” Mick added. “What a wonderful amount of money for the Alzheimer’s Society, the team there will be hugely appreciative of this boost.”