The Entertainer launches The Big Toy Appeal

The Entertainer, the UK’s largest family-owned toy retailer, has joined forces with The Salvation Army to launch The Big Toy Appeal, a campaign that aims to give as many underprivileged children as possible the joy of opening a present on Christmas day.

The Big Toy Appeal encourages customers to pick up an extra toy to donate when they visit The Entertainer or shop online at TheToyShop.com. For every toy donated, The Entertainer will also donate a toy, doubling the number of donations.  Online shoppers will be able to join the appeal by adding a gift to their basket. The Entertainer’s customers have donated over 60,000 toys since the appeal first launched in 2018. This year the appeal aims to reach 100,000 total toys donated.

Providing Christmas presents for children can place additional pressure on families, where budgets are already incredibly stretched – with many families turning to charities like The Salvation Army for support; using foodbanks and other donations to help them through the Christmas period.

Covid-19 has had a huge financial impact on many of the country’s families, with The Salvation Army providing more than two million meals to people struggling to afford food in the year to May 2021. The aim of The Big Toy Appeal is to alleviate some of this strain during the 2021 Christmas period by providing toys to families in need, so children can have some presents to open.

Tony Daniels, Director of Community Services for The Salvation Army, says: “Too many children in the UK would be without any presents at all at Christmas if it wasn’t for the generosity of people donating to The Big Toy appeal. The last two years have been incredibly difficult for many families, who struggle to afford Christmas due to pressure on family budgets, especially at the moment, and it is fantastic for us to be able to join up with The Entertainer and spread some festive joy.”

Gary Grant, Founder and Executive Chairman at The Entertainer adds: “At The Entertainer we believe that childhood is a right not a privilege. We are so grateful for the generosity of our customers. Each year, our Big Toy Appeal supports an ever-increasing number of families, with over 60,000 toys donated so far. The financial difficulties the country has faced in the last two years will mean overwhelming difficulties for families trying to give their children a joyful and magical Christmas. Every child deserves to know they are special and the Big Toy Appeal is an opportunity for us to work together to help families celebrate the wonder of Christmas.”

This year, The Big Toy Appeal will run online at www.TheToyShop.com and www.elc.co.uk and in stores between 1 November and 30 November.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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