ELBA and BIG Alliance Toy Appeal 2025: Susan’s Legacy, 35 years on!

By Smera Nadeem and Malaika Safder, Community team, ELBA

Last year, we celebrated Susan Haythorpe’s legacy in kickstarting what has now become the annual ELBA and BIG Alliance Toy Appeal. This year, the Appeal turns 35 and we are excited to get stuck in and support as many community organisations as possible honoring the legacy of Susan, who started the appeal as an under the desk collection which has expanded to over 17,000 toys being donated (in 2024).

ELBA’S Toy Appeal is an annual campaign receiving toy donations and providing to those less fortunate in east London and Islington. The toys are given to children who are most in need, some of which are fleeing domestic violence, living in emergency temporary accommodation, refugees, and children with disabilities and additional needs.

The generosity felt by those who support Toy Appeal each year has been amazing and we want to continue celebrating its success, the impact on the community organisations we support and – of course – honoring Susan’s passion and dedication to make a difference during the festive season.

“My children were very happy when they received gifts… This is the first time they are getting gifts like this for Christmas. We wish that many more children will have the same success as my children in the days to come. May they be as happy as we are, so sending you lots of love and happiness.”

“Both of my children were very happy with the Christmas present… and [the gift for] my son with intellectual disability was very useful and he still happily plays with it.”

“Thank you for making my children..smile”

– Community Centre, Newham

For those who would like to support this year, here are some of the ways to get involved with the toy appeal:

Monetary donations
Ordering toys online
Volunteering your time to pick and pack gifts
Running an office collection
Drop-in donations to our Toy Appeal Grotto

We are also welcoming ideas to celebrate the 35 years and look forward to hearing how you can support Toy Appeal in 2025. Further details on how to donate and to register interest will be sent out by the end of the month.

For more information, please contact Smera Nadeem: [email protected] and Malaika Safder: [email protected].

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