In partnership with The Salvation Army, The Entertainer has announced the return of The Big Toy Appeal – an initiative that aims to bring the joy of Christmas to disadvantaged children across the country.
Returning for its seventh year and running from Saturday 2 to Saturday 30 November 2024, The Big Toy Appeal encourages customers to embrace the spirit of giving by picking up an extra toy to donate when visiting The Entertainer in-store or online.
For each gift contributed, The Entertainer will match the donation through its partnership with The Salvation Army – doubling the number of total toys shared with families who need support for Christmas. With additional financial pressures in the lead-up to the festive season, many families find it challenging to provide Christmas presents for loved ones and turn to churches and charities like The Salvation Army for help.
“Every child deserves to experience the joy of Christmas and The Big Toy Appeal gives customers the chance to get involved and help deliver those magical moments”
Since the initiative launched in 2018, The Big Toy Appeal, with the support of customer donations and toys matched by The Entertainer, has provided over 100,000 Christmas gifts to children who might otherwise go without on Christmas Day. This year, The Entertainer is aiming to reach a total of 125,000 total toys donated.
Andrew Murphy OBE, group CEO at The Entertainer, said: “Every child deserves to experience the joy of Christmas and The Big Toy Appeal gives customers the chance to get involved and help deliver those magical moments. The appeal has already seen over 100,000 toys donated so far, and we’re excited to see where we get to this year with the support of our generous customers. As Britain’s Toy Shop we’re proud to play a positive role in supporting the many communities in which we trade. By partnering with The Salvation Army, we’re seeking to enable generosity amongst our staff as well as existing and new customers, so that families can be supported in a real and valued way during times of financial hardship.”
Tony Daniels, director of community services at The Salvation Army, said: “We have been overwhelmed with the kindness and generosity of The Entertainer and their customers who, over the last six years, have supported our campaign to bring joy to children at Christmas who would otherwise go without. No child should feel the sadness of not receiving a gift on Christmas Day, just because their parents can’t afford life’s basics.”
The Big Toy Appeal will run in all UK stores, as well as online, from Saturday 2 – Saturday 30 November 2024
