Location Location wrapped up its 10th Annual Winter Toy Appeal, and according to the London based estate agency, it was their most challenging year yet. The cost of living crisis has affected more families meaning the lists for children eligible for a toy, (extreme hardship), had grown, and those able to give, had dropped.
With two weeks to go, it seemed unlikely that the appeal would reach the number of children on the list. Not willing to accept that outcome, the team ramped up their efforts. Megan Eighteen, Operations Director at the Agency, took to social media to reach out to the property industry – and the response was overwhelming. Within days, hundreds of new toys and donations flooded in.
Among some of the people who supported the appeal are Paloma Faith, an East London resident who regularly donates to the appeal, mentioned the appeal in a TimeOut Podcast called ‘Love Thy Neighbourhood’. The feature on Time Out’s Instagram, also went a long way in tipping the scale for the appeal.
More than 5,000 children, who would have likely gone without, received a brand new toy for Christmas!
Over the past decade, the appeal has amassed an incredible total of over 40,000 toys, equating to more than half a million pounds in donations.
The Winter Toy Appeal – a cornerstone of Location Location’s community engagement, works collaboratively with a network of local children’s centres, councils, temporary accommodation teams, and refuges. This year, the appeal continued its impactful partnership with the Local Buyers Club, furthering their commitment to making a tangible difference in the lives of local children during the holiday season.
Vicky Bibiris, Managing Director of Location Location, who’s been doing the appeal since the start, expressed heartfelt gratitude to everyone who donated. She said: “I am so grateful to everyone who helped us make a positive impact on thousands of children. Waking up on Christmas morning was special, I knew there would be so many children smiling due to everyone’s efforts. To those who supported this, and other appeals this Christmas, you did that. You made a difference, thank you!”
Megan Eighteen, Operations Director of Location Location, highlighted the growth of the appeal and its impact on the community. “Our community needs us more than ever, the Winter Toy Appeal is just one of many ways we can help. The appeal has grown over the last ten years and sadly the needs will continue. It was the difference between no gift, or a gift this Christmas. We recognise how important it is to support children’s growth, development and feeling of worth from a very young age, Thank you so much to everyone who helped us”
As the appeal concludes its 10th year, the team at Location Location is already looking towards the future, with plans to expand the reach and impact of the appeal in the coming years. More details about future initiatives will be announced in 2024.
The company would like to take this opportunity to thank all who contributed to this year’s success, reaffirming the power of community and the spirit of giving. Vicky said: “It takes a community, and we’re so proud of ours!”
