Five month before Christmas, Cadbury is launching a new campaign in collaboration with the Make-a-Wish Foundation to help children with special needs feel happier. The chocolate maker is going to introduce its new product, Cadbury Wishes, star-shaped milk chocolates with a truffle centre, in September, and will donate 10% of the profits to the charitable organization.

The price of a bag of new offering, which becomes a part of the iconic Cadbury Christmas range, is 59p. The Kraft-based manufacturer promises to donate £400,000 to the Make-A-Wish Foundation over three years (still, it is not stated if this will be done through this program only or will include other projects as well).

The company has kicked off a £1m campaign to promote the new collaboration in press, online and in-store. The website www.cadburymakeawish.org comes as a part of the promotion and introduces five fictional toy characters—teddy, ice skater, racing driver, footballer, and princess—that take the visitor into their magic world. There the visitors can learn more about the program and become a part of the project. The chocolate-maker also encourages public to make a small donation to the charity and be the ones who make kids wishes come true.