Christopher Biggins at Park Plaza Riverbank for Evelina auction

The Park Plaza Riverbank hotel is holding a month-long silent auction of nine Christmas trees decorated by luxury goods companies and each linked to gifts worth hundreds of pounds.

Participating organisations include Wedgwood, Johnny Loves Rosie, Fortnum & Mason, Xavier Mor, Toby Lockerbie, Iceland Express and the South Bank Marketing Group. Full details of the trees can be found on the appeal website

The auction will help raise funds for the 'Tiny Lives' neonatal campaign run by the Evelina Children's Hospital Appeal and organisers hope to hit £10,000.

The Evelina Children's Hospital was founded in Southwark in 1869 and moved to its present building on the St Thomas' Hospital site in Lambeth Palace Road three years ago.

Children from the Evelina Hospital School visited the Park Plaza Riverbank to decorate their own tree which is also being sold as part of the auction.

"This morning I came and had my photo taken with a little girl called Marieka who was absolutely enchanting," Christopher Biggins – winner of last year's I'm a Celebrity, Get Me Out of Here – told guests at the auction launch.

"She was very excited to see me and to see the trees ... and I said 'What are you going to do now?' and she said 'I'm going off for four hours of dialysis'.

"And it makes you think really strongly about how lucky we are and how easy our life is and yet this little girl has to daily do four hours on the dialysis machine.

"It's wonderful that we are going to – hopefully – raise so much money."

• The auction runs until Wednesday 17 December. If you'd like to bid call Cinta Gisbert on 020 7769 2404, or enter in person at the hotel by writing the name of your favourite tree on a business card or bidding form along with your bid and drop them in the ballot box available at reception.