Salvation Army and The Entertainer launch Christmas Toy Appeal

Toy retailer The Entertainer and The Salvation Army are joining forces again to launch The Big Toy Appeal, a heart-warming initiative that aims to bring the joy of Christmas to children across the UK who would otherwise go without. 

The appeal, which is returning for a sixth year, encourages customers to embrace the spirit of giving by picking up an extra toy to donate towards the cause when visiting The Entertainer in-store or online at www.thetoyshop.com/big-toy-appeal

For each gift generously contributed by customers, The Entertainer will match the donation, effectively doubling the number of toy donations that will go towards families who can’t afford to buy gifts for their children this Christmas.

Each Entertainer store is connected with a local Salvation Army church or centre who will collect and distribute the toys as part of the wider Christmas Present Appeal.  

Tony Daniels, director for community services for The Salvation Army, said: 

“We have been overwhelmed with the kindness and generosity of The Entertainer and their customers who, over the last five years, have supported our campaign to bring joy to children at Christmas who would otherwise go without. No child should feel the sadness of not receiving a gift on Christmas Day, just because their parents can’t afford life’s basics. 

“The Big Toy Appeal is needed more than ever, and while we know pretty much everyone is affected by the cost of living, we hope the people who can afford to will once again dig deep to support the children in our communities who have nothing.”

Gary Grant, founder and executive chairman of The Entertainer, commented: “At The Entertainer, we firmly believe that every child deserves the gift of play, and to enjoy the wonder of Christmas. The Big Toy Appeal is dedicated to making the festive season more enjoyable for families who face challenges during this special time by ensuring there are gifts to unwrap on Christmas day, and we’re incredibly proud of the growing impact the scheme continues to offer, having donated over 110,000 toys since 2018. 

“The Big Toy Appeal is an opportunity for all to come together and help families celebrate the wonder of Christmas through the simple act of giving.”

Since 2018, The Big Toy Appeal has provided over 110,000 gifts to children who would otherwise go without on Christmas morning. This year, The Entertainer is aiming to reach a target of 120,000 donated toys through the appeal. 

The Big Toy Appeal will run in all UK stores, as well as online at www.thetoyshop.com/big-toy-appeal between Monday 6th – Saturday 25th November.

And if you don’t live near an Entertainer store you can still donate as some of our churches are still running toy appeals. To find out, go to https://www.salvationarmy.org.uk/map-page to find your nearest Salvation Army, and click on their web page to find out if they are running a local appeal.