The Entertainer has announced the return of The Big Toy Appeal, in partnership with The Salvation Army – an annual initiative that aims to share Christmas joy with disadvantaged children across the UK.
Returning to The Entertainer from Saturday 1 – Saturday 29 November 2025, The Big Toy Appeal encourages customers to give back this festive season by picking up an extra toy to donate when shopping in-store or online at www.thetoyshop.com – with over 134,000 toys being donated since its launch in 2018.
For each gift contributed, The Entertainer will match the donation through its collaboration with The Salvation Army – doubling the number of total toys given to families who need support this Christmas.
The period leading up to Christmas can place considerable financial strain on families, leaving many unable to afford gifts for their loved ones. As a result, they often turn to churches and charities such as The Salvation Army for support. For a disadvantaged child, even a small toy can bring a sense of joy and comfort, offering a moment of happiness during a challenging time.
Since the initiative launched, The Big Toy Appeal has provided 134,467 Christmas gifts to children who might not otherwise receive one, with the support of customer donations and toys matched by The Entertainer.
Andrew Murphy OBE, group chief executive officer of The Entertainer, said: “As Britain’s toy shop, we’re passionate about delivering the joy of Christmas to as many children as possible, so we’re delighted to announce the return of The Big Toy Appeal for 2025.
“Through our partnership with The Salvation Army, we encourage kindness amongst our staff as well as existing and new customers, so that families experiencing financial hardship can be supported in a meaningful way at an important time of year.
“With the help of our generous customers The Big Toy Appeal has already helped to put a smile on hundreds of thousands of children’s faces over the years, so we’re excited to see how many toys we can donate, and families we can support, this year.”
Tony Daniels, director of community services, at The Salvation Army, added: “We have been overwhelmed with the kindness and generosity of The Entertainer and their customers who, over the last seven years, have supported our campaign to bring joy to children at Christmas who would otherwise go without. No children or families should feel the sadness of not receiving a gift on Christmas Day, due to their parents being in economic hardship, and that is why this partnership exists, to assist families and communities on the margins of society.
“The Big Toy Appeal is needed more than ever, and while we know pretty much everyone is affected by the rises in the cost of living, we hope the people who can afford to will once again dig deep to support the children and families in our communities who have very little.”
The Big Toy Appeal will run in all UK stores and online, between Saturday 1 – Saturday 29 November 2025.
