BRADFORD-based greeting card company Hallmark has announced a new partnership with a charity which works with underprivileged children.

One in a Million, the charity co-founded by former Bradford City assistant manager and player Wayne Jacobs, works with disadvantaged children and young people in the city, through sports, arts and enterprise projects.

As part the opening of Hallmark's new headquarters in Dawson Lane, Bierley, CEO Steve Wright announced it would be launching a new, exclusive arts initiative with the charity.

The scheme, dubbed 'Craft House from the Hallmark Studio' will give underprivileged children in the area a chance to take part in workshops, giving them first-hand experience of design, photography and editorial skills.

Wayne Jacobs , chief executive and co-founder of One In a Million said: “Art plays an integral role in a child’s development.

"It enables them to express themselves in different ways to a more traditional educational route, and should not be undervalued especially to those whose background means they struggle with expressing themselves day to day.”

Alison Kildunne, head of marketing at Hallmark, added: “We are very committed to the Bradford area, having been proudly based in the city for more than 30 years.

"We are thrilled to be partnering with One In a Million and to open up our doors to local children, with an interest and flair for art and design.”

Hallmark has sponsored the 'New Designers’ programme for 20 years, helping newly qualified talent from within the greeting card industry to get their first run of the ladder once they leave university or college.

The launch of Craft House marks the first time Hallmark has opened its doors to younger age groups, with a focus on inspiring children about the world of art and helping them to see the potential career opportunities in the industry.

Mr Jacobs added: "One In a Million is delighted to be named a charity partner of Hallmark. It was a great privilege to be at the opening of their new headquarters in Bierley.

"We look forward to working together to deliver our shared passion of making a positive difference in the lives of the local children and young people in Bierley and throughout the Bradford district."