A Record Breaking Year!

Written by Lauren Watson, Community Development Project Manager, ChallengeELBA

“It’s a great initiative – In these hard financial times, it’s like a ray of sunshine to receive a brand new toy, Thanks!”

Following another tough year for families across East London and Islington, ELBA’s annual Toy Appeal was able to step up for those most in need. Thanks to the incredible generosity of ELBA’s business partners, their staff and general public, 18,607 toys were donated.

“Wow – thank you so much for the donation! We have so many good quality presents and cannot wait to hand them out to children.”

111 companies got involved in donating toys through organising internal office collections, wishlists, purchasing toys, fundraising and giving Santa a hand in the Grotto! For the fourth year running, Canary Wharf Group generously hosted the Toy Appeal Grotto within Jubilee Place Shopping Mall where we were able to distribute the toys to 117 Community Partners in East London and Islington. This year, we received the highest number of requests for toys than ever before and being able to meet the needs of the community could not have been possible without the backing of the Canary Wharf Group.

“I just wanted to extend a massive thank you to everyone for your incredible donation! Your toys have brought Christmas cheer to dozens of families in Islington who would have otherwise been unable to afford presents for their children. We allocated all the donated toys before the end of the day and my phone barely stopped ringing with calls from grateful mums. Most of the toys went to single parent families, families from refugee and minority ethnic backgrounds and families that have been relying on food banks to provide for their children. We have been so grateful to be able to provide a sense of normalcy to these children over the holidays. Please convey our warmest appreciation to all your partners that made this possible.”

– Hekate, CEO Manor Gardens Welfare Trust

ELBA partnered again with local toy stores such as After Noah, Just Williams, Just Like Me and Luna & Curious along with family-run toy wholesaler Albert-Harrison who were all incredibly busy providing a great array of toys, gifts and giving us really generous discounts! An incredible 277 corporate elves got down to business; picking toys, wrapping, boxing and loading up toys ready for distribution. We are only a small team, so we could not have done it without the day to day support of our wonderful volunteers.

“I just want to thank you for the donation and let you know that it has helped many families. We have distributed the toys and families are very happy, There was a mum in particular that had nothing to give to her children, she said that the toys have changed Christmas for her family. I just want for you and your team to know the huge difference you are making to families this time of the year.”

– Marisa, Community Resources for Change

“I remember seeing you here last year and wanted to make sure I donated something this year, it’s a great cause.”

ELBA takes pride in acknowledging that the Toy Appeal has grown and evolved into a huge operation and represents individuals’ benevolence and generosity, truly embodying ELBA’s mission of uniting people to effect positive change and tackle issues that really impact the local community. Whilst we celebrate the Toy Appeal’s success and reach, the truth is that without the ELBA Toy Appeal, numerous children would have missed out on receiving a Christmas gift.

“Many boroughs that we serve in east and north London have the highest levels of children growing up in households below the official poverty line. Just below the surface there are numerous families who are displaced, in emergency accommodation, fleeing domestic violence or who are just stuck in a cycle of in-work poverty and unemployment. The annual ELBA Toy Appeal allows such families to bring a little cheer to their children at the festive time of year.”

For more information, please contact Lauren Watson at lauren.watson@elba-1.org.uk or Stanley Shepherd at stanley.shepherd@elba-1.org.uk.

To stay up to date with the latest news, opportunities and success stories, please sign up to receive our monthly newsletter, here.