November 11, 2017 Support Children In Need 2017 At Your Local Asda. Exclusive Light Up Pudsey Ears! November 11, 2017/ Claire Smyth Asda is supporting Children in Need 2017 with a huge range of fun Pudsey clothing for kids, and even adults. They’ve been partners since 2000, raising over £17m for the charity. You can shop this year’s Children in Need merch, including light up Pudsey ears which are exclusive to Asda only.