Sporting in his reindeer onesie, the six-year-old can be seen in supermarkets selling bags of magic food made from oats, glitter and confetti stars.
His mum Sarah Highfield says, “…William decided to make the food last year to raise money for Age Concern to go along with the tins he had collected for the hamper appeal. It was so successful last year that he wanted to do it again this year for the Jersey Centre for Separate Families,” which is a charity his mum volunteers for.
William raised £365 pounds for Age Concern last year, but the family think they’ve raised more already this year.
“It has surprised us by how popular it has been. I don’t know the exact amount he has raised so far as we still have to collect some money but I believe we are close to £370 which beats our takings from last year!!!” commented Sarah.
Pictured: William has been very busy. Even Darth Vader (school mascot) has been roped in to help with the massive production!
The family are also taking orders of the 50p reindeer food bags through their facebook page ‘William’s Magic Reindeer Food Jersey’.
Sarah said, “We have mostly had positive comments and support for his fundraising from people, but some are concerned about the glitter and the impact on small animals so we are advising anyone who buys the food to keep it inside for Father Christmas to give to the reindeer.”