Salvation Army and toy store team up for Christmas toy appeal

Tony Daniels, Director of Community Services at The Salvation Army, said:

“The cost of living crisis continues to place family (and other) budgets under significant and sustained pressure. Consequently, Christmas this year will be extremely difficult to budget for for many families, given that the current economic crisis shows no signs of abating. Clearly, our Big Toy Appeal is needed more than ever and will allow us, in partnership with the Entertainer, to bring Christmas cheer and support to families who need it most right now.”

Gary Grant, Founder and Executive Chairman of The Entertainer, commented:

“At The Entertainer, we believe that every child deserves the gift of playing and enjoying the wonder of Christmas. The Big Toy Appeal aims to make the holiday season easier for families struggling with Christmas by providing toys to open the big day.

“We are extremely proud that each year The Big Toy Appeal has been able to support even more families, with over 92,000 toys donated since 2018.

“Every child deserves to know they’re special, and The Big Toy Appeal is a chance for all of us to work together to help families celebrate the wonder of Christmas.”

This year, The Big Toy Appeal will take place in all UK stores, as well as online at, from Tuesday 1st to Wednesday 30th November.