Salvation Army partners with toy store for Christmas initiative

The Salvation Army in Bath is teaming up with branch of toy retailer in the town, The Entertainer, to launch The Big Toy Appeal, to ensure underprivileged children can open a present on Christmas Day.

The Big Toy Appeal encourages customers to purchase an additional toy to donate to the cause when visiting The Entertainer in-store or shopping online.

For every gift donated, The Entertainer will also donate a toy, doubling the number of donations that will go to families in need this Christmas.

Thanks to customer donations and matching toys, more than 92,000 gifts have been given since the campaign launched in 2018.

This year, the retailer aims to reach a goal of 100,000 total toys donated through The Big Toy Appeal.

Giving Christmas gifts to children can put extra pressure on families, with many turning to charities like the Salvation Army for help, using food banks and other donations to help them during the Christmas time.

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.

“As a result, 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 now 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 on 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 run in all UK stores, as well as online at, until Wednesday 30 November.