YESpay International and Itim have integrated the Pennies software into their payments software enabling the first launch of the microdonation scheme on the high street.

The Entertainer toy shop has introduced Pennies to its shops in Liverpool, Bristol, Kingston and Sutton Coldfield and plans to roll it out across the remaining 53 shops over the summer.

Customers paying by card can now round up to the nearest pound with all the money going to charity.

Three-quarters of the money raised by the Entertainer will be shared between four children’s hospitals: Alder Hay Imagine Appeal, Birmingham Children’s Hospital and Wallace & Gromit’s Grand Appeal, which fundraises for Bristol Children’s Hospital and Great Ormond Street.

The remaining 25 per cent will be shared between the 10 Pennies charities.

Gary Grant, managing director of The Entertainer, said: “Pennies fits well with our culture of giving and supporting those less advantaged than ourselves.”

He added that in the first week the four stores raised £150 between them.

Alison Hutchinson, CEO of the Pennies Foundation said: “We’re delighted at the pace of Pennies development. It is fantastic to launch our first in-store high street experience.”