Making Magic Happen: The Toy Appeal 2024

The Toy Appeal is back! What began as a small act of kindness by an ELBA staff member, Susan Haythorpe, many years ago, in 1990 —collecting a few toys under her desk for local children—has now grown into a cherished annual tradition. Today, the ELBA & BIG Alliance Toy Appeal unites a growing number of community organisations and companies in a mission to spread holiday joy.

This year, the demand is higher than ever, with more community organisations requesting toys and over 80 businesses supporting the appeal. Our goal is simple: to bring smiles to as many children as possible this festive season.

While 2020 saw record-breaking donations during the pandemic, the current cost of living crisis poses new challenges. With 40% of people in the UK planning to cut back on gifts this Christmas, meeting the rising need for toys in east London and Islington has become even more urgent.

We understand times are tough, but if you can find space for just one more toy in your basket, the impact can be truly magical. Let’s come together to make this holiday season a joyful one for children who need it most.

We have seen a 500% increase since Covid hit and the cost of living crisis means that referrals have stayed at the same level and continue to increase. We are in an area where, after housing costs are taking out of the family budget, 50% of children live in poverty which is catastrophic for the wellbeing and health of children. Gifts may not seem that important in the scheme of this situation, but actually they allow families an opportunity to enjoy a season that would otherwise be so very difficult.

– Julie Pell, Wathamstow Salvation Army

From now until the 16th of December, ELBA and our dedicated elves will be working hard to sort and distribute toys to those in need. Find us and drop off a toy at Mall Level -1, Unit 1, Jubilee Place, Canary Wharf, London E14 5NY (Previously Awakn gym).

Keep an eye on our socials for all the updates and behind-the-scenes: Instagram: @ourELBA

You are welcome to pop in and see the Grotto space and/or to donate a toy in-person. You can also donate online here.

For more informationcontact: Naimah Miah at Naimah.miah@elba-1.org.uk, Smera Nadeem at smera.nadeem@elba-1.org.uk or Malaika Safder malaika.safder@elba-1.org.uk

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