Jackson Square shop The Entertainer launches Christmas appeal for underprivileged Bishop's Stortford kids
Jackson Square toy shop The Entertainer is teaming up with the Salvation Army to bring Christmas joy to underprivileged children in Bishop's Stortford.
The Big Toy Appeal encourages shoppers to pick up an extra gift to donate when they visit any of the chain's 170 stores – and for every one donated, The Entertainer will also donate a toy, doubling the number of donations.
Online shoppers at TheToyShop.com will be able to support the appeal by adding a gift to their basket.
According to Government statistics, a shocking 4.1m children are currently living in poverty, which is equivalent to nine children in every classroom of 30.
Providing Christmas presents for children can place additional pressure on families where budgets are already stretched. Many turn to charities like the Salvation Army for support, using food banks and other donations to help them through the Christmas period.
In 2018, over the Christmas period, the Salvation Army gave out at least 5,000 emergency food parcels to people in need and, through its partnership with The Entertainer, more than 40,000 gifts to children who might otherwise not receive anything.
Gary Grant, founder and executive chairman of The Entertainer, said: "We believe that every child deserves the gift of play.
"The Big Toy Appeal is all about making Christmas Day easier for those families who struggle at Christmas by providing toys to open on the big day.
"Toy donations will be distributed into the community via the Salvation Army for families who need our help the most.
"We encourage anyone who can afford to take part to donate a toy so we can help as many families as possible together."
The Big Toy Appeal runs until November 16.