Tomy has teamed up with the British Heart Foundation and The Entertainer to launch its Big Toy Swap, raising money for life-saving research across the UK.
The new campaign encourages people to drop off a bag of toys in good working condition at any BHF shop or The Entertainer store in return for a £5 voucher towards any Tomy toy (minimum spend £25) purchased from the toy retailer.
The BHF shops will then sell these toys in order to help raise funds in the fight against heart disease.
Joanne Gray, marketing director at Tomy, said: "So many homes are filled with toys that are still in good condition but that children have outgrown.
"Christmas is an ideal time to have a clear out, and the BHF shops are the perfect place to donate unused or unwanted toys.
"Children, like Gretel, the star of the posters, are affected by heart conditions and need our support too. So please have that clear out and help the BHF continue to save lives."
Toy donations will be accepted at The Entertainer and BHF shops from November 21st until January 15, 2014.
Rebecca Rees, head of marketing at The Entertainer, added: "We are delighted to be supporting this campaign, and we are sure our customers will get involved in helping to make a difference to lives across the UK."
Karen O’Donaghue, national stock generation manager at the British Heart Foundation, concluded: "To have the support of Tomy and The Entertainer for this campaign is invaluable.
"It is so simple to get involved that we are sure customers will want to take part and receive money off a brand new Tomy toy after donating.
"Every donation made will help raise vital funds for life-saving research into heart disease and improve lives of both children and adults."