PREMIUM soft toy brand, Mon Ami, is joining forces with top UK retailer, John Lewis, to bring comfort to school Buddy Benches this Anti-Bullying Week.
Translated as ‘My Friend’ in French, Mon Ami is a US-based plush toy brand which launched its collection of lovable 60+ characters in John Lewis this September. From Daphne Dragon’s golden good luck wings to Da Pinchy Lobster’s soft-hearted charm, no two characters are alike, with all underpinned by the themes of friendship and belonging.
Working in partnership, Mon Ami and John Lewis now plan to bring fun and kindness to primary school playgrounds this Anti Bullying Week.
Taking place 16th – 20th November 2026, Anti Bullying Week was established by the Anti Bullying Alliance in 2004. Championed by primary and secondary schools across the country, the theme for 2026 is ‘break the silence’, which encourages children, young people and adults to start conversations about bullying, speak up, listen and take action together.
Recognising the valuable role the Buddy Bench plays in primary schools to encourage conversation and friendship [being a designated seat in playgrounds where a child can sit to signal that they feel lonely or sad], for every Mon Ami purchased in John Lewis stores during Anti Bullying Week, a lovable member of the collection will be donated to sit on the Buddy Bench and comfort children in their moments of need.
In addition, primary schools will have access to a suite of exciting resources – from engaging classroom-based tasks built on the theme of friendship to exclusive access to the Mon Ami song, designed to get all children dancing in the playground.
Emma Ellis-Jones, representative of Mon Ami UK, explained:
“Mon Ami means ‘my friend’, and that’s exactly what we want every child to have when they need one most. Sitting on a Buddy Bench is often a child’s way of saying they’re lonely without having to find the words, and it takes real courage.
“This year’s Anti-Bullying Week theme, ‘Break the Silence’, really resonated with us. We hope that having a cuddly companion waiting on the bench makes that first step a little easier and sparks the conversations that help children feel they belong. We’re proud to be working with John Lewis to bring a little more kindness to playgrounds across the country this autumn.”
Sarah Wayman, Director of Anti Bullying Alliance, added:
“More than one in five children tell us they’re bullied each year, and too many suffer in silence. This year’s theme, ‘Break the Silence’, is about making it easier for children to speak up and for the people around them to listen.
“Buddy Benches are a simple but powerful way for children to show they need a friend without having to say a word. Initiatives like this help make sure every child who reaches out is met with comfort, kindness and someone ready to listen.”
The Buddy Bench donations will run from Monday 16 to Friday 20 November 2026 in John Lewis stores. Primary schools can register to receive a Mon Ami Buddy Bench companion and download the free friendship resources at: https://monami.ejpedit.co.uk/schools/.
Overall, 150 Mon Ami Buddy Bench companions will be donated.
To find out more about Anti-Bullying Week 2026 and how to get involved, visit: https://anti-bullyingalliance.org.uk/anti-bullying-week-2026.
