The toy industry has responded to the plight of ten million starving people, with a donation from the BTHA's Toy Trust Charity of £10,000.
"We can all be proud that our £10,000 donation will make a difference quickly via Christian Aid but we must do more," said Nick Austin, Toy Trust chair.
"We're asking every company to send donations ASAP to the Toy Trust so we can direct more money to saving children's lives in the coming days and weeks.
"Why not hold a staff sale of surplus samples this week in your office and send the money to the Toy Trust? Doing nothing surely is not an option."
Personal toy industry donations of a further £10,000 have already been received in the past few days and the BTHA is appealing for toy industry members to send in cheques ASAP, made payable to the Toy Trust marking the back of the cheque with 'Africa Appeal'.