Annual Christmas Toy Drive Returns for 2025
A major Christmas charity initiative is back for 2025, aiming to ensure that no child in the UK goes without a present. The Salvation Army has once again partnered with The Entertainer to run the Big Toy Appeal, a campaign that collects new toys for families facing financial hardship.
The appeal officially launches on November 1 and will run until November 29, 2025. During this period, members of the public are encouraged to buy and donate a new toy. These can be dropped off in any Entertainer store across the country or purchased directly online via the retailer's dedicated Big Toy Appeal webpage.
Doubling the Impact for Children in Need
To maximise the campaign's effect, The Entertainer has pledged to match every single toy donated. This means that for each gift given by a customer, the toy retailer will donate another one, effectively doubling the number of presents going to children.
Since the campaign began in 2018, it has seen tremendous success. More than 134,000 toys have been collected and distributed over the years. The Salvation Army uses its extensive network of local churches and community centres to get these gifts directly to the families who need them most.
Tony Daniels, a representative from The Salvation Army, expressed his gratitude for the ongoing support. "We have been overwhelmed with the kindness and generosity of The Entertainer and their customers," he said. "No children or families should feel the sadness of not receiving a gift on Christmas Day due to financial hardship. The Big Toy Appeal is needed more than ever."
A Message of Hope and Community Support
The partnership is structured to have a hyper-local impact. Each Entertainer store is linked directly to a nearby Salvation Army church or centre. This ensures that the donations made in a specific town or city benefit children within that same community.
Andrew Murphy OBE, Group CEO of The Entertainer, highlighted the company's commitment. "As Britain’s toy shop, we’re passionate about delivering the joy of Christmas to as many children as possible," he stated. "With the help of our generous customers, The Big Toy Appeal has already put a smile on hundreds of thousands of children’s faces over the years."
Every donated gift does more than just provide a momentary thrill; it delivers a powerful message to struggling families that they are seen, valued, and cared for by their community. The initiative is a key part of The Salvation Army's broader Christmas Present Appeal, which works to bring comfort and a sense of belonging to thousands of children every festive season.
Shoppers across the UK have until November 29, 2025, to participate and help make a tangible difference in a child's Christmas. For more information on how to get involved, you can visit The Entertainer's official Big Toy Appeal page.
