Salvation Army and The Entertainer reunite for Big Toy Appeal

The Salvation Army is once again partnering with The Entertainer, Britain’s largest independent toy retailer, to bring Christmas joy to children who might otherwise go without.

The Big Toy Appeal, running from Saturday 1 November to Saturday 29 November, invites shoppers to donate a new toy for families who need support for Christmas. Customers can choose to buy an extra gift in-store or online at www.thetoyshop.com/big-toy-appeal , and for every toy donated, The Entertainer will match the donation, doubling the number of presents distributed to children across the UK.

Since the appeal first launched in 2018, more than 134,000 toys have been donated and delivered through The Salvation Army’s network of churches and community centres. Each gift represents a message of hope for families struggling through difficult times, reminding them that they are seen, valued, and cared for.

Tony Daniels, The Salvation Army’s Director of Community Services, said:

“We have been overwhelmed with the kindness and generosity of The Entertainer and their customers who, over the last seven years, have supported our campaign to bring joy to children at Christmas who would otherwise go without. No children or families should feel the sadness of not receiving a gift on Christmas Day, due to their parents being in economic hardship, and that is why this partnership exists, to assist families and communities on the margins of society.   

“The Big Toy Appeal is needed more than ever, and while we know pretty much everyone is affected by the rises in the cost of living, we hope the people who can afford to will once again dig deep to support the children and families in our communities who have very little.” 

Each Entertainer store is connected with a local Salvation Army church or centre, which collects and distributes the donated toys as part of the church and charity’s wider Christmas Present Appeal. These gifts bring joy, comfort, and a sense of belonging to thousands of children across the country every year.

Andrew Murphy OBE, Group Chief Executive Officer of The Entertainer, added:

“As Britain’s toy shop, we’re passionate about delivering the joy of Christmas to as many children as possible, so we’re delighted to announce the return of The Big Toy Appeal for 2025.

“Through our partnership with The Salvation Army, we encourage kindness amongst our staff as well as existing and new customers, so that families experiencing financial hardship can be supported in a meaningful way at an important time of year.

“With the help of our generous customers The Big Toy Appeal has already helped to put a smile on hundreds of thousands of children’s faces over the years, so we’re excited to see how many toys we can donate, and families we can support, this year.”

The Big Toy Appeal runs from 1–29 November 2025.

For more information, visit www.thetoyshop.com/big-toy-appeal