Disney Store launches 'Share in the Magic' charity campaign

Outlets across the UK and Ireland partner with local children's charities to donate soft toys.
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Disney Store has launched its annual Share in the Magic charity campaign, with a number of celebs and their children turning out for a special launch event on London's Oxford Street to kick things off.

The campaign invites families to post their own Letter to Santa at Disney Stores across the country and online. For every letter that is posted, Disney Store will donate a soft toy to children through a variety of local charities.

This year, 40 children's charities have been nominated in the UK and Ireland, each of which works in close collaboration with the local Disney Store and will receive the soft toy donations through the Letter to Santa activity.

It will be the fifth year that Disney Store has run the Share in the Magic drive. To date it has donated over 60,000 toys to charities throughout the UK and the rest of Europe.

This year, it will donate a further 15,000 soft toys.

Celebrities including Denise Van Outen, Michelle Heaton, Elen Rivas, McFly's Tom Fletcher and Jo Whiley were among those at the Oxford Street launch event.

The evening benefitted Great Ormond Street Hospital Children's Charity, with ten per cent of all sales being donated in addition to the soft toys.

"Our annual Share in the Magic Christmas campaign is extra special as it encourages everyone to get involved and experience some of the Disney magic," said Graham Burridge, MD, Disney Store Europe.

"We are always delighted at the response from the public to help support our charity campaign and hope that the public will bring their letter to Santa into our stores again this year and help us bring some magic and joy to thousands of children this Christmas.


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