At Eastern City BID, we’re always keen to highlight opportunities for businesses to support meaningful causes in our communities.

Having worked with Ambition Aspire Achieve (AAA) in the past, we’re pleased to share details of this fantastic initiative – the Kevin Jenkins OBE Newham Christmas Toy Appeal – which helps bring Christmas joy to vulnerable and disadvantaged children and young people across Newham.

Delivered by Ambition Aspire Achieve (AAA) in partnership with the Newham Recorder, the appeal has been supporting local families for almost 50 years. Its mission is simple: to ensure children facing hardship have gifts to open on Christmas morning and can enjoy the magic of the festive season.

This year, the appeal expects to support at least 2,000 children and young people and aims to collect and distribute 10,000 new toys and gifts. Every referred child receives five new gifts chosen according to their age, interests and needs.

Many of the children supported through the appeal are experiencing significant challenges, including financial hardship, unsuitable housing, disability, poor wellbeing, bereavement or domestic abuse. A donation, however small, can make a real difference to a child and their family this Christmas.

Visit Amazon Wish List to donate a gift here

How You Can Help

Businesses can support the appeal by:

Donating new, unwrapped toys and gifts for children aged 2 months to 16 years
Making a financial contribution to help purchase gifts where they are needed most
Encouraging colleagues and workplace networks to get involved

Get Involved

Every donation helps ensure a child feels remembered, valued and included this Christmas.

If your organisation is looking for a way to give back this festive season, we encourage you to support the Kevin Jenkins OBE Newham Christmas Toy Appeal. Whether through a gift donation, workplace collection or financial contribution, your support can help make Christmas brighter for thousands of children and young people across Newham.