KINDHEARTED businesses have offered to help the family of a 10-year-old boy who suddenly died who are struggling to pay for his funeral.
Jayden Wright was found collapsed in a bedroom at the family property in Holloway, Northfield, on March 14.
Paramedics battled more than an hour trying to revive the much-loved youngster but the Bellfield Junior School pupil was pronounced dead at Birmingham Children's Hospital.
Heartbroken sister Elise, 19, paid an emotional tribute to her little brother and launched an online donation page to raise cash towards his funeral.
The appeal smashed the £3,000 target after Jayden's story was featured in the Mail on Saturday and now stands just under £4,000.
The National Federation of Funeral Directors (NFFD) have offered practical help and to pay for a memorial plaque which will be mounted in the grounds of Aston Villa Football Club, while Sarah Kelly's Flower Room, off Bristol Road South, will donate a wreath £245.
William Eccleston, commercial and operations director of the NFFD, said: "I'm a father and I'm an Aston Villa fan.
"When you hear about stories like this, it hits you very, very hard. It's very upsetting to hear and the first thing I wanted to do was help the family.
"Here at the NFFD, we strive to provide a service for customers in difficult times. We are paying for a memorial plaque at Villa Park and we will be here for the family for any advice with the funeral. We can source find a lower cost director in the Birmingham area.
"Also we are raising to awareness of the campaign through social media."
Florist owner, Sarah Williams, said she felt compelled to offer help after hearing of Jayden's untimely death.
The mother-of-one said: "I'm actually in Northfield, not far from where this little boy lives. It's really upsetting. He was really young.
"Rather than give a cash donation because they've reached that (the target), I thought I could do some funeral flowers for the family. I could do the name Jayden in Aston Villa colours to go in the hearse that would usually costs £245. I would do it for free."