Magnum’s pop-up ice cream store in London has announced that they will be donating proceeds from Pride weekend to the trans children’s charity, Mermaids.

The ice cream brand announced that ALL sale proceeds made today on Pride in London (July 8) will be donated.



The Magnum London “pleasure” pop-up store is situated on Earlham Street, in the Seven Dials / Covent Garden area.

The store, which allows you to create your own Magnums, will be open until 10 pm this evening.

You can even get a rainbow glitter Magnum or anything else that your heart desires – all in the knowledge that your money will be going to a good cause.

Mermaids work to provide individuals and families with support and advice on raising transgender children.

Last year, the charity was awarded the PinkNews Community Group of the Year award for their campaign work.

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Having started in 1995, the charity says that it “reduces isolation and loneliness for parents and young people dealing with gender issues”.

It also provides support on mental health issues and aims to reduce suicide and self-harm rates among transgender young people.

Last year, the charity faced a transphobic attack launched by the Daily Mail.

The outlet accused Mermaids of “meddling” in a case involving a mother and her trans child.

The child’s mother had been allowing them to wear a female uniform to school. The father believes his child is “confused” by this.

He said: “The school, at the beginning, were quite firm with his ex-wife. But then she started getting Mermaids involved. The school backed down completely.”

He said the child’s school has been “bullied” by Mermaids into supporting the mother’s wish that their child should wear a dress. j m m

All over London, people are celebrating Pride.

Westminister, MI6 and Guildhall London are all flying rainbow flags or are illuminated with lights.




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