The Entertainer Toy Shop in Beaconsfield is one of many branches that will partake in this year’s Big Toy Appeal.

The Big Toy Appeal campaign aims to give as many underprivileged children as possible across the country the opportunity of opening a present on Christmas Day, and for every toy that gets donated by the public, the shop will donate a toy of their own.

Every Entertainer branch across the UK will be participating with the appeal, which will take place between November 1 to November 16.

The popular toy shop have partnered up with the Salvation Army as part of the campaign.

Gary Grant, founder and executive chairman of The Entertainer said: “At the Entertainer, we believe that every child deserves the gift of play.

“The Big Toy Appeal is all about making Christmas Day easier for those families who struggle at Christmas by providing toys to open on the big day.

“For every toy donated, The Entertainer will also donate a toy.

“Toy donations will then be distributed into the community via The Salvation Army for families who need our help the most.

“We encourage anyone who can afford to take part to donate a toy so we can help as many families as possible together.”

According to government statistics, approximately four million children are currently living in poverty which is equivalent to nine children in every classroom of 30.

Additionally, over the Christmas period last year, the Salvation Army gave out at least 5,000 emergency food parcels to people in need.

And through the partnership between the two organisations, over 40,000 gifts were distributed to children at Christmas.

Tony Daniels, director for community services for The Salvation Army, said: “During the festive season, many people will enjoy celebrating with their friends and family, sharing gifts together.

“But while for some this is a happy time of year, for others, things are a real struggle, with the choice being to provide their children with food or with a gift.

“The Entertainer’s Big Toy Appeal is a fantastic opportunity for local communities to join with us in helping people in need at Christmas time and to spread a little joy to children who might otherwise not receive any presents.”

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