Starting on Shrove Tuesday - 21 February - the worlds biggest Easter egg hunt will take place in London to raise money for charities Action for Children,, which delivers services that respond to the local needs of children and young people, and Elephant Family the world's leading Asian elephant conservation charity - best known for Elephant Parade London 2010, which saw a herd of 260 brightly painted elephants push their way into London life when they took up residence in neighbourhoods and landmarks over the capital.
Members of the public will be encouraged to pay a small fee and take part in The Big Egg Hunt across Central London, which will feature 200 giant and uniquely crafted, strategically placed eggs. Entrants have the 40 days and nights of Lent - starting Shrove Tuesday - to hunt down as many eggs as possible.
The huge fiberglass eggs will be exclusively adorned and decorated by some of the world's leading artists, architects, jewelers and designers, including the Chapman Brothers, Vivienne Westwood, Giles Deacon, Zandra Rhodes, Diane Von Furstenberg, Sophie Dahl, Rob Ryan, William Curley, Bompas and Parr and Polly Morgan.
The eggs will be available to buy at three specially arranged auctions once the hunt is over, with proceeds going to Action for Children and Elephant Family. The jewel in the crown of this auction will be an exclusively designed, one of a kind, jeweled egg pendant by headline sponsor, Faberg.
'It's about time to have some fun again.' Says Elephant Family director, Ruth Powys. 'Forget about your worries; for forty days and nights, because we're going to put a smile on your faces and brighten up our great capital city. Like everybody, charities are up against it, and you need to think outside the box. So welcome another fun and vital initiative to protect our children and endangered animals that share their world.'