Lifestyle product retailer MINISO has launched a programme to help a community reforestation effort in South America, allowing customers to help protect the environment by buying a plush toy.

The company is working with Peruvian NGO Asociación Ecosistemas Andinos on the Acción Andina initiative for the community reforestation effort in the Andes. From 13 November onwards, MINISO will donate $1.33 to Acción Andina for every purchase of the brand’s Penpen plush toy at selected MINISO stores. All proceeds will go to the group’s tree planting effort in the Andes. The first 115,000 customers who purchase the Penpen plush toy will receive a donor certification in appreciation of their effort.

“Climate change is one of the most pressing issues and a topic close to our heart. To mitigate the effects of climate change and restore the world to its natural glory, it is imperative for us to achieve carbon neutrality. This is what people around the world are working on,” said MINISO's overseas VP Vincent Huang.

He added, “Our way of contributing to this common aim is to plant trees. By helping regenerate native forests in South America’s Andes, we help local and indigenous communities protect biodiversity. I hope that our global consumers will be inspired by the call to participate in this fundraising drive through our selected stores.”

Co-founded by Asociación Ecosistemas Andinos and internationally recognised Global Forest Generation in 2018, the Acción Andina initiative has seen over three million trees planted in the Andes to date. The programme plays a vital role in the UN Decade on Ecosystem Restoration too.

“Forests are the game changer in fighting climate change. We hope to spread awareness of this urgency among the younger generation by tapping into MINISO’s clientele of young consumers,” said Asociación Ecosistemas Andinos's executive C. Aucca.



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