Sir Richard Branson is president of the Rockinghorse charity
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A £6m fundraising appeal is under way in aid of a new children's hospital in East Sussex.
The "New Alex Fund" is dedicated to supporting the replacement for the Royal Alexandra Children's Hospital in Brighton, due to open in April 2007.
The appeal was announced by children's charity Rockinghorse.
It aims to provide medical equipment and "soothing" child-friendly artwork at the hospital, as well as play areas, TVs and computers for the children.
The new city centre children's hospital for Brighton was announced in 2004.
It is being built beside the existing Royal Sussex County Hospital.
Former patients have given input on how the new facility can best meet the needs of children who visit it.
Lynette Gwyn-Jones, vice chair of the Brighton and Sussex University Hospitals NHS Trust, said there were lots of ideas for how the hospital should work.
"Rockinghorse's New Alex Fund will help us to make these a reality and transform this wonderful new building into something truly special for Sussex children," she said.
Rockinghorse's Geoffrey Dennis added: "I urge anyone who knows or cares about a Sussex child to support the New Alex Fund."
A new fundraising logo designed by children's author Raymond Briggs will be touring major towns in East and West Sussex as part of the appeal.