Bayer HealthCare has developed a new game for the iPhone, iPod touch and iPad called Kid K Keepy Uppies. The application has been launched to officially  mark World Haemophilia Day today, Saturday 17 April 2010.

All the proceeds from the Kid K application will go to The Haemophilia Society, a charity that works in close partnership with the NHS to provide support and advice for people with bleeding disorders.

Kid K is part of an award-winning campaign aimed at young people with haemophilia. Designed to appeal to sports and gaming fans of all ages, the character is meant to represent what all haemophiliacs can achieve.

Gamers control Kid K in his attempts to juggle a football and score as many points as possible in two minutes.

"For every app purchased, 100 per cent of profits will go to the Haemophilia Society," said Tom Cleminson, Brand Manager at Bayer HealthCare.

"The game is not just confined to people with haemophilia who regularly log onto our website, it’s available to everyone who likes football - boys or girls - or even adults."

Available from the Apple iTunes App Store, Kid K Keepy Uppies costs 59p and requires the iPhone 3.0 Software Update or later.

More information on sports and haemophilia can be found on Bayer Healthcare’s Factor Fitness website -

Kid K iPhone app

Kid K iPhone app