This is the sixth year that Disney Store has run the campaign and this Christmas is set to see the 100,000th soft toy donated to charity.

Disney Store supporting Great Ormond Street and In Kind Direct for ‘Share the Magic’ campaign

Disney Store is supporting both Great Ormond Street Hospital Children’s Charity and In Kind Direct, for its annual ‘Share the Magic’ charity campaign this Christmas.

The ‘Share the Magic’ initiative invites families to post their own Letter to Santa at DisneyStores across the country and online at

For every letter that is posted, a soft toy is donated to a child through Disney Store’s chosen national charities, up to a total of 25,000 across the UK and rest of Europe. This is the sixth year that Disney Store has run the campaign and this Christmas is set to see the 100,000th soft toy donated to charity.

The ‘Share the Magic’ campaign will run throughout November and this year Disney Store is supporting Great Ormond Street Hospital Children’s Charity for its Oxford Street Store activity and In Kind Direct, who will help deliver donated Disney soft toys to hundreds of local children’s charities across the UK.

“The response we get from families across the UK who help to support our ‘Share the Magic’ charity campaign year on year is wonderful and we are delighted that we have been able to bring a little Disney magic to so many children since launching the initiative six years ago," said Graham Burridge, managing director, Disney Store Europe.

"We really hope that everyone will get involved again this year and bring their Letter to Santa into our stores or post them online.”

There are three ways children can get involved in the initiative, one of which is to write their Letter to Santa at home and bring it into their local store and post it into ‘Mickey’s magical post box’.

Alternatively they can take part in free fun letter-writing workshops in their local store or they can go online to to use the letter writing tool then either post it digitally or print it at home and bring it into their local store.

About dt-admin

Check Also

WHAT’S IN STORE? I Educational toy retailer Chalkboard

For educational toy shop Chalkboard, “location, location, location” is everything. Situated on Battersea’s Northcote Road, …