Salvation Army and The Entertainer reunite for Christmas toy appeal

The Salvation Army and toy retailer The Entertainer are teaming up for a seventh year to launch 2024’s 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.  

Running from tomorrow (2 November) until Saturday 30 November, The Big Toy Appeal encourages customers to embrace the spirit of giving by picking up an extra toy to donate when visiting The Entertainer in-store or online at www.thetoyshop.com.  

For each gift contributed, The Entertainer will match the donation through its partnership with The Salvation Army – doubling the number of total toys shared with families who need support for Christmas.  

Since its launch in 2018, The Big Toy Appeal, with the support of customer donations and toys matched by The Entertainer, has provided over 100,000 Christmas gifts to children who might otherwise go without on Christmas Day. This year, The Entertainer is aiming to reach a total of 125,000 total toys donated. 

With additional financial pressures in the lead-up to the festive season, many families find it challenging to provide Christmas presents for loved ones and turn to churches and charities like The Salvation Army for help. 

Tony Daniels, Director of Community Services at The Salvation Army, added: “We have been overwhelmed with the kindness and generosity of The Entertainer and their customers who, over the last six 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 very little.” 

Andrew Murphy OBE, Group Chief Executive Officer of The Entertainer, said: “Every child deserves to experience the joy of Christmas and The Big Toy Appeal gives customers the chance to get involved and help deliver those magical moments. The appeal has already seen over 100,000 toys donated so far, and we’re excited to see where we get to this year with the support of our generous customers. 

“At The Entertainer. we’re proud to play a positive role in supporting the many communities in which we trade. By partnering with The Salvation Army, we’re seeking to enable generosity amongst our staff as well as existing and new customers, so that families can be supported in a real and valued way during times of financial hardship.” 

The Big Toy Appeal will run in all UK stores, as well as online, between Saturday 2 – Saturday 30 November. For more information, visit www.thetoyshop.com/big-toy-appeal