Birkenhead Salvation Army and toy shop team up for Christmas Toy Appeal

The Salvation Army in Birkenhead has teamed up with the local branch of toy retailer The Entertainer 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 to donate towards the cause when they visit The Entertainer in-store or shop online at

For every gift donated, The Entertainer will also contribute a toy, 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. This year the UK’s largest family-owned toy retailer is aiming to reach a target of 100,000 total toys donated through The Big Toy Appeal.

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.

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 show 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.”

Gary Grant, founder and executive chairman of The Entertainer, commented, “At The Entertainer, we believe that every child deserves the gift of play and to enjoy the wonder of Christmas. 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.

“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.”

This year, The Big Toy Appeal will run in all UK stores, as well as online at until Wednesday 30 November.

Image: Salvation Army

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