A $10,000 reward has been offered for the safe return of Maia, the mascot of the children's charity Heart Kids New Zealand.
The $6500 bear suit went missing over a week ago when the car it was in was stolen in west Auckland.
The last video taken of Maia before she went missing was while she was enjoying a day out at a fundraising event for Heart Kids.
"Maia is such an icon for so many Heart Kids. She's a comfort for them after surgeries. Knowing that she has gone missing, that it was going to break so many of their hearts. It was devastating to us at Heart Kids," said Heart Kids fundraising coordinator Alanah Gilder.
The charity provides free support for children, teens, adults and whānau affected by childhood heart conditions.
"In te reo Māori, Maia means brave. It's what all of our heart kids are - brave. They go through some of the most traumatic, amazing journeys through their heart journey," Gilder said. "A lot of the kids say she's cuddly, she's comforting, she feels like home."
Maia's last known location was at a car park at the Sturges Road train station in Auckland's Henderson on May 26.
Heart Kids New Zealand said Maia was taking a nap when the car she was in, a silver Mazda Atenza station wagon, was stolen. At the time of her disappearance, she was wearing her distinctive red T-shirt.
"Everyone would consider her a bit of a friend. Giving their love to them, enjoying them, having company time with them," said Heart Kids child ambassador Leighton Leevard.
Leevard had heart surgery at the age of two and received a mini version of Maia, just like every child who undergoes their first open heart surgery at Starship Children's Hospital.
"I would like to trade my Maia bear for the Maia Bear if you're willing to give it back. Please return Maia Bear safe."
Supercheap Auto NZ has posted a reward of another kind.
"We want to see Maia come home safely, so we are putting up $10,000 as a reward to be payable as a donation to Heart Kids on behalf of the person who helps Maia come home safely," said Supercheap Auto NZ business manager Mat Northway.
Gilder urges anyone who has seen anything, knows anything or even thinks they know something should call police on 105. They can also go to the Heart Kids website to get in touch.
