LONDON.- Over 200 giant eggs have been hidden in secret locations throughout central London as part of ‘The Fabergé Big Egg Hunt’, a magical event challenging the public to take on the world’s biggest Easter egg hunt, whilst raising vital funds for charities Action for Children and Elephant Family.

Members of the public are racing to find the giant eggs, which have been exclusively designed, embellished and decorated by some of the world’s leading artists, architects, jewellers and designers including Mulberry, Sir Ridley Scott, Zandra Rhodes, Sir Peter Blake, Diane Von Furstenberg, Marc Quinn, Bruce Oldfield, the Chapman Brothers, Theo Fennell, William Curley, Candy and Candy, Zaha Hadid, Bompas and Parr and Polly Morgan.

A highlight of The Fabergé Big Egg Hunt, is the chance to win the world’s most extraordinary prize, the Diamond Jubilee Egg, a fabulous creation valued at over £100,000. Crafted with precisely 500 grams of rose gold, the design is a one-of-a-kind, based on Fabergé’s much loved Matelassé jewellery collection. It features 60 gemstones – one for each year of Her Majesty The Queen’s reign – set in the pleats of its quilted rose gold surface and comprising diamonds, emeralds, rubies and sapphires.

To enter to win the prize, and raise money for the charities at the same time, hunters need to locate the unique SMS keyword displayed on each of the eggs and text the keyword to a dedicated text number, 80001 (1). For each keyword participants text in, they will be entered into the prize draw. The more eggs they find, the more chances to win and the winning entry will be drawn at random.

The Fabergé Big Egg Hunt is set to smash Guinness World Records for the Most participants in an Easter egg hunt and the world’s Most expensive non-jewelled chocolate egg sold at auction, as designed by William Curley. The two Guinness World Records attempts are part of World Record London, which will see the most exciting capital in the world attempt over 20 Guinness World Records to make London a multi record-breaking city.

The hand-crafted eggs, which are destined to become highly collectible works of art, are available to bid for online and at auction, with proceeds going to Action for Children and Elephant Family. The jewel in the crown of the auction will be an exclusively designed, stunning 127ct emerald and gold egg pendant ‘Le Collier Plume d’Or’ created by Fabergé.

As part of the hunt, members of the public are also invited to take part in The Fabergé Big Egg Hunt Photo Competition, in conjunction with the World Photography Organisation. A selection of the best photographs submitted will go on display at Somerset House within the prestigious Sony World Photography Awards Exhibition from the 27th of April to the 20th of May 2012.

The Fabergé Big Egg Hunt is seeking to raise up to £2 million for leading children’s charity, Action for Children, and Elephant Family, the UK’s biggest funder for the endangered Asian elephant.

Action for Children’s Chief Executive, Dame Clare Tickell, said: “The Fabergé Big Egg Hunt is an enchanting event, which will capture the hearts, imagination and interest of everyone taking part. It’s particularly heartening to know that money will be raised thanks to an event which will be hugely enjoyable for the thousands of children and families who will be taking part.”

Elephant Family Founder, Mark Shand, said: “The firing gun has sounded! Let the hunt begin - here’s to an Olympic effort to win that Diamond Jubilee Egg!”

Sarah Fabergé, great granddaughter Peter Carl Fabergé said: "We are delighted to unveil the Diamond Jubilee prize, specially created in support of The Fabergé Big Egg Hunt and in celebration of Her Majesty The Queen’s Diamond Jubilee. Today sees the streets of central London host the world’s most prestigious Easter egg hunt and the Diamond Jubilee creation is the winner’s prize. We are thrilled to be involved in a fun-filled, public project exploring creativity across so many artistic disciplines, and raising funds for two exceptionally deserving charities. I would personally like to thank all the artists involved.”