Argos has teamed up with Barnardo's and Denise Van Outen to mark this year's annual Argos Toy Exchange Campaign.
With a target of £1 million, the project aims to raise money for the most vulnerable children across the UK.
In a bid to urge the country's parents to donate their unwanted toys, a study by the Argos Toy Exchange has revealed that 10 per cent of adults have kept toys from their childhood 'because they are a comfort to them.'
Meanwhile, the same study has revealed parents' top 10 toys over the past 50 years, with childhood classics such as LEGO, Barbie and Monopoly topping the charts.
The top 10 have been listed as:
4. Action Man
6. Tiny Tears
7. My Little Pony
8. Cabbage Patch Kids
10. Sylvanian Families
The survey, revealing that the current generation of kids have on average 69 per cent more toys in their toyboxes than their parents did, was conducted in order to urge parents to think about what happens to the toys their children do not play with.
The retailer is calling on customers to donate their unused toys to the campaing to raise the funds, offering them a £5 voucher towards new toys for each donation.
Amy Whidburn, head of corporate responsibility for Argos, said: "Last year’s Toy Exchange raised hundreds of thousands of pounds in toy donations. We are looking to build on this success by setting an even higher fundraising target of £1 million this year.
“As the UK’s leading toy retailer, we know the important role toys play in a child’s life especially at this time of the year. By supporting the Toy Exchange Argos customers will be making a difference to the lives of the most vulnerable children across the UK.”
Supporting the launch of this year's campaign, Denise Van Houten, added: "The Argos Toy Exchange is a fantastic initiative.
"Being a mum myself I know how important it is that children have toys, not only to enjoy but also to help them learn and develop.
"As we start to think about Christmas it is the perfect time to help those in need. I urge families across the UK to get out to their closest Argos store and donate their unwanted toys.”
Gerard Cousins, Barnardo's director of retail and trading, concluded: “After the success of last year’s Toy Exchange, we are really excited about the potential that this year’s campaign holds and are delighted to be partnering with Argos again.
"The initiative works well for us but its beauty lies in the fact that the concept is so simple. All customers have to do to help the most disadvantaged children in society is donate their pre-loved toys”.