The Winter Toy Appeal, founded by the Local Buyers Club and Location Location, is back for its 12th year, supporting children across North and East London who might otherwise go without a gift at Christmas.
Each year, the appeal provides thousands of brand-new toys to children experiencing extreme financial hardship. Last year alone, around 5,000 children were referred by schools, councils, food banks, children’s centres and refuges.
With the cost of living crisis continuing to hit families hard, organisers expect demand to be higher than ever this winter.
Jenna from the Local Buyers Club said: “No child should feel left out at Christmas. For many families, budgets are stretched to the limit. Heating stays off, food bills are rising and toys simply aren’t an option. This appeal ensures children feel seen and celebrated.”
Supporters are encouraged to spend around £10-£15 per gift to ensure presents feel equal, thoughtful and special. For many children, this may be the only gift they receive.
Money donated to the appeal is spent directly with independent toy shops in Stoke Newington, Victoria Park and Haringey, generating tens of thousands of pounds for brilliant local traders each year.
Vicky Bibiris, Managing Director at Location Location, said: “This community doesn’t hesitate to support. Every year people step up because no child should go without at Christmas. We’re proud to play our part, but the real heroes are the people who keep showing up and giving what they can. Thank you.”
How to donate
• Buy a toy at Stoke Newington Toy Shop (mention the Toy Appeal for 20% off and leave your gift there for collection)
• Purchase via the online wish lists (toys delivered directly to the appeal)
• Donate to the GoFundMe page
To learn more and support the appeal, visit wintertoyappeal.com
