2021 Kay Annual St. Jude Plush Campaign

Holiday Bear Plushes names Danny and Drew. Purchase these bears in store to support St. Jude

One of the many ways KAY supports St. Jude is with its annual plush campaign. The holiday tradition began in 1999 with “Cubby,” the first plush. Since then, the plush sales have contributed to the more than $76.6 million Signet Jewelers has donated to St. Jude

How are the plushes and names selected?

When the plush samples arrive at the home office, they are evaluated by team members and a market research team. The plush animals are assessed on everything from “hugability” to overall appearance. Once the finalists are chosen, team members begin brainstorming names. Each pair of names begins with the same letter or sound, and the final names are selected by St. Jude.

How Have the Holiday Plushes Helped?

The plush animals bring holiday cheer to many children and have helped to contribute to:

Kay Research and Care Center:  A six-story tower in the heart of the St. Jude campus that is ushering in a new era of research, education, collaboration, care and treatment for the kids at St. Jude.

St. Jude Children’s Research Hospital®:  Washington University Pediatric Cancer Genome Project: Signet Jewelers was the lead sponsor of the Pediatric Cancer Genome Project, which was completed in 2013.

Kay Kafe:  A place where patients, families, physicians and scientists gather at mealtime under one roof, as one family.

These are just a few of the projects that KAY has helped to fund over the more than 20 years of contributions to St. Jude. And with the help of team members, friends, and customers, we can continue to aid the fight against pediatric cancer.