Good question. "Blue Peter" is a children's TV show that has been running in Britain for about 50 years. The badge is presented to people for inspiring kids. Other winners include J.K. Rowling and Queen Elizabeth II.
In a statement, Ewan Vinnicombe, acting editor of "Blue Peter," said: "Sir Jonathan Ive is an inspiration to children around the world and we were ecstatic to hear his comments and design advice to our viewers who will remember such feedback for a lifetime."
Perhaps the most notable thing about the Blue Peter badge, however, is that it lured the normally reclusive Ive into the spotlight. It's a rare moment when any Apple executive talks in public in a setting other than an official company announcement.
Ive actually shot a special segment that will be broadcast on the show. Here's a clip posted by the BBC: