Toy Appeal 35 – Wrapped!
Toy Appeal 35 – Wrapped!
Written by Malaika Safder and Smera Nadeem, ELBA’s Community team
Last year the ELBA and BIG Alliance Toy Appeal turned 35. It has been amazing seeing the continuous support throughout the years.
Toy Appeal 2025, supported 115 community organisations across east London and Islington receiving 16,516 toys donated by over 100 companies.
A big thank you to everyone who supported this year, from generous public donations to over 270 corporate volunteers became elves in the Grotto – picking, wrapping, boxing and loading up toys ready for distribution. The scale and operation of the Toy Appeal increases each year, and as a small team, it would be impossible to manage without the support of volunteers.
In particular, we wanted to express a big thank you to Canary Wharf Group for hosting the Toy Appeal for the sixth year within the Jubilee Place Shopping Mall – without this support, access to the resources and having a public-facing shop front, it would be difficult to meet the demands and operate as smoothly in regards to the undertaking of the appeal.
“Thank you so much for the hard work that you put in week after week and your generous thoughtful gifts for the children.”
– Community Partner: Amberliegh
Looking back over the last 11 years, 154,000+ toys have been donated and gifted to a child in east London and Islington.
“Toy Appeal wasn’t just about free gifts – it created dignity, relief and joy at a time of year that can be incredibly hard for families. Seeing parents visibly relax once they realised they could access the whole event for free and also leave with presents for their children was incredibly powerful. Partnerships like this allow us to meet real need in a way that feels respectful, local and genuinely human”
– The Community Closet CIC (Hackney)
Over the years, Toy Appeal has supported many families who are going through hardship and difficult times. Even though a toy could just be a toy, for most who have been supported it is so much more – it is a smile on a child’s face during the festive season and a sense of relief for a parent or carer who would be unable to afford a gift otherwise. The financial landscape over the last seven years has been very challenging; Covid19, lockdown, loss of jobs, cost of living, inflation and changes within the labour market and digital landscape have exacerbated an already difficult financial climate. As Toy Appeal has been ongoing for three decades, it highlights the need in the community which is only increasing instead of being resolved.
“Your support has reached countless families during a period of true hardship as the rising cost of living continues to affect so many. Families who once never worried about everyday expenses are now facing impossible choices between nutritious food for their children and keeping their homes warm. We are seeing more and more children living in poverty, and parents – most of whom are working – struggling not only financially but with the deep shame of not being able to provide.
One story in particular stayed with me: a mother and child who fled domestic abuse with nothing but the clothes on their backs. Thanks to your project, that mother was able to place a gift under the Christmas tree for her child, something she could not have afforded on her own.“
– Community Partner: Hilldrop Community Centre
For the second year, we had the opportunity to support the London Fire Brigade who paid the Grotto a visit to collect toys to distribute to children in hospitals and community organisations on Christmas Day!
“As a small charity, we simply wouldn’t be able to afford to buy gifts for community families ourselves, so ELBA’s support makes a real and meaningful difference. ELBA has also supported us in the past with food and hygiene products, and we truly value this partnership. ELBA has been amazing over the years, and we are very grateful for all the support you provide.”
– Mildmay Community Centre
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