The Big Toy Appeal encourages customers to buy an extra toy to donate towards the cause when they visit The Entertainer in-store or online.
The Entertainer has once again teamed up with church and charity The Salvation Army to launch The Big Toy Appeal, an initiative that aims to give as many underprivileged children as possible the joy of opening a gift on Christmas Day.
The Big Toy Appeal encourages customers to pick up an extra toy when they visit The Entertainer in-store or online, with the retailer also contributing a toy for every gift donated, doubling the number of donations that will go towards families in need of support this Christmas.
Through customer donations and matched toys, over 92,000 gifts have been provided since the campaign launched in 2018. In 2021, more than 12,000 gifts were provided for underprivileged children, and this year the retailer is aiming to reach a target of 100,000 total toys donated through the scheme.
Providing Christmas presents for children can place additional pressure on families, with many turning to charities like The Salvation Army for support; using foodbanks and other donations to help them through the Christmas period.
“At The Entertainer, we believe that every child deserves the gift of play and to enjoy the wonder of Christmas,” said Gary Grant, founder and executive chairman. “The Big Toy Appeal is all about making the festive period easier for those families who struggle at Christmas by providing toys to open on the big day.”
He added: “We’re incredibly proud that each year The Big Toy Appeal has been able to support even more families, with over 92,000 toys donated since 2018. Every child deserves to know they are special, and The Big Toy Appeal is a chance for us all to work together to help families celebrate the wonder of Christmas.”
Tony Daniels, director for Community Services for The Salvation Army, said: “The cost of living crisis continues to place family budgets (and others) under significant and sustained pressure. Therefore, Christmas this year will be extremely difficult for many families to budget for, given that the current economic crisis shows no signs of abating. Clearly, our Big Toy Appeal is needed more than ever and will allow us, partnering with the Entertainer, to bring Christmas joy and support to families who need it most right now.”
This year, The Big Toy Appeal will run in all UK stores, as well as online at www.thetoyshop.com/big-toy-appeal, until Wednesday 30th November.
