The Winter Toy Appeal, co-founded in 2013 by estate agency Location Location and community champions The Local Buyers Club, is experiencing unprecedented momentum this year – but the need across North and East London has never been greater.

Vicky Bibiris, Managing Director of Location Location and co-founder of the Winter Toy Appeal, said: “We are incredibly grateful for the support we’ve received so far, it’s been overwhelming. But the reality on the ground is stark. Families across Hackney, Tower Hamlets, Islington, Haringey and Barnet are under immense strain due to the ongoing cost-of-living crisis.

“Hackney alone has one of the highest child deprivation rates in the UK, and the surge in demand this year reflects just how tough things have become. Santa shouldn’t only visit a child whose parents can afford it.”

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The Winter Toy Appeal ensures that children living in poverty receive a brand-new gift at Christmas, something chosen with love and dignity, not leftovers or used items. For many local families, it may be the only present their child receives.

Vicky also highlighted the impact on parents and carers: “Wherever possible, toys are given directly to the parent so they can experience the joy of giving their child a Christmas gift themselves. For families stretched to breaking point, being able to say ‘this is from me’ restores dignity, pride and a sense of normality.”

Recent coverage on BBC London News, alongside powerful social media support from Paloma Faith and MC Grammar, has helped propel donations to record levels for this stage of the campaign already, but others can get involved here.

Vicky added: “The property industry is rooted in community, and this is a moment where our community truly needs us. Every toy donated has a direct and immediate impact on a child’s Christmas. Together, we can make a difference that lasts far beyond the festive season.”