The retailer is urging customers to help it erase present poverty this Christmas by supporting The Big Toy Appeal.

The toy retailer has pledged to match Christmas gifts bought and donated by customers.

Running until Saturday 8th December, The Entertainer will donate a toy for every toy bought and donated to The Big Toy Appeal in any of its 158 stores or via its online platform, TheToyShop.com. Gifts will be distributed using local Salvation Army centres to families who might not otherwise be able to afford to put Christmas presents under the tree for their children.

Together with the help of its customers, The Entertainer hopes to put a smile on the faces of thousands of children this festive season and is encouraging consumers to pick up an extra gift for a less fortunate child, with The Entertainer doubling the total number of donations.

Gary Grant, founder and executive chairman of The Entertainer, commented: “It’s heart breaking to think of so many children across the UK who won’t experience the magic of waking up to find a present waiting for them. Also, to think of their parents who will miss out on watching their face light up as they open it. That’s why we’re encouraging our customers to consider buying an extra present during their Christmas shopping to donate to a family in need via The Salvation Army. This will then be matched by The Entertainer allowing us to work together to transform Christmas for families who are really struggling across the country.”

Tony Daniels, territorial director for community services, commented: “The Christmas Present appeal is an opportunity for local communities to join with us in helping people in need at Christmas time. During the festive season, when many people are enjoying celebrations with friends and family, others are struggling to make ends meet. That’s why we are absolutely delighted that The Entertainer and its customers are generously supporting us this year.”