Australia's Red Nose charity is set to receive a boost in donations, after Australian toy business Headstart, The Wiggles and Big W have come together to support the charity by releasing a special edition Red Nose Wags the Dog plush. 

All the proceeds from the sale of the Red Nose Wags will go to the Red Nose charity, which is Australia's leading body dedicated to ending sudden and unexpected deaths in infants and babies. Red Nose funds research into stillbirths and SIDS, provides bereavement support services and delivers evidence-based safe sleeping education to all parents in Australia. 

Speaking on the initiative on Linkedin, Headstart owner Andrew Hendy said that the business is thrilled to be involved in the program. 

"[This is] the most rewarding toy we’ve ever sold! Thank you to Paul Field for your tireless effort in promoting this cause and thanks to Alan Ngov and Ryan Paterson for making this happen. I don’t need to tell anyone how great this cause is," he said. 

The Wiggles MD, Paul Field said on Linkedin that this cause is close to his heart. 

"Red Nose Wags [is] an exclusive plush made by Headstart and sold by Big W with all proceeds going to the team at Red Nose who fund research into SIDS, stillbirth and miscarriage.

"They have reduced the incidence of SIDS by 85% in Australia since my daughter Bernadette died from SIDS in 1988. This is due to their safe sleeping campaign.

"Let's continue this awesome work by purchasing a Red Nose Wags," he said. 

The Red Nose Wags plush went on sale in Big W this week and retails for $30. 

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