Amazon has donated 1,000 Cwtch Kits to the Cwtch Mawr Multibank, which is run by the Faith in Families charity and distributes essential items to families in need across Swansea and South Wales.
The kits were packed at Amazon's operational and corporate sites in Swansea by workers who volunteered their time.
The project forms part of The Royal Foundation Centre for Early Childhood's work with businesses like Amazon around the UK, promoting the importance of the early years in shaping the rest of our lives.
The kits include a family-sized blanket, books and sensory toys. They are designed to help families share more quality time together, nurture relationships and enjoy the everyday moments of connection, which are critical for a child’ development. Families with children aged 0–4 years and expectant parents will receive the kits at free, community-based sessions, led by Faith in Families.
Amazon is a Principal Partner of the Multibank initiative, working with former UK Prime Minister Gordon Brown to support families in need. The Cwtch Mawr Multibank, Wales’ first Multibank, opened in Swansea in 2024, led by charity partner Faith in Families.
Alison, an employee from Amazon in Swansea, took part in the kitting. She said:
“It is amazing to think that every one of these Amazon boxes will help further a child’s development. It shows how even our small actions can make such a difference in our community here in Swansea.”
John Boumphrey, UK Country Manager of Amazon, added:
“The first five years of a child’s life represent a crucial window of opportunity. Working with the Royal Foundation and one of our lead Multibank partners, Faith in Families, this kitting was a fantastic opportunity to prioritise early childhood development, and we hope the kits promote true connection.”
Christian Guy, Executive Director of The Royal Foundation Centre for Early Childhood, said:
“We know how important everyday moments of connection with caring adults can be for babies and young children, with benefits that can last a lifetime. We are delighted that Amazon have joined the growing number of businesses across the UK finding different ways to support early childhood development and, in turn, helping to shape a happier, healthier society.”
Cherrie Bija, CEO of Faith in Families, added:
“These Cwtch Kits represent far more than items in a bag; they are about connection, comfort and giving children the best possible start. By working alongside Amazon and The Royal Foundation Centre for Early Childhood, we’re able to place meaningful resources directly into the hands of families, at the right time and in the heart of their communities. This partnership allows us to reach families early, reduce pressure at home and create supportive spaces where parents and children can thrive together.”
