Pop star helps East London estate agent wrap up toy appeal
Singer and actress Paloma Faith helped Location Location celebrate a decade of giving with over 5,000 toys donated in its annual winter toy appeal.
East London estate agency Location Location delivered smiles to more than 5,000 needy children by making sure they received a brand-new toy for Christmas.
It was the agency’s 10th Annual Winter Toy Appeal and its most challenging yet with the cost-of-living crisis meaning the lists for children in extreme hardship and eligible for a toy had grown and those able to give had dropped. And with just two weeks to go it seemed unlikely that the appeal would reach the number of children on the list.
MAGICAL RESPONSE
Not willing to accept the outcome Megan Eighteen, Operations Director at the agency, took to social media to reach out to the property industry and the team ramped up their efforts. The response was almost magical and within days hundreds of new toys and donations flooded in.
Singer and Actress Paloma Faith (main picture), an East London resident who regularly donates to the appeal, mentioned the drive in a TimeOut Podcast called ‘Love Thy Neighbourhood’. While a feature on Time Out’s Instagram also went a long way in tipping the scale for the appeal.
Vicky Bibiris, Managing Director of Location Location, says: “I am so grateful to everyone who helped us make a positive impact on thousands of children.
“Waking up on Christmas morning was special as I knew there would be so many children smiling due to everyone’s efforts. To those who supported this, and other appeals this Christmas, you did that. You made a difference, thank you!”
MORE THAN EVER
Eighteen adds: “Our community needs us more than ever and the Winter Toy Appeal is just one of many ways we can help.
“The appeal has grown over the last ten years and sadly the needs will continue. It was the difference between no gift, or a gift this Christmas. We recognise how important it is to support children’s growth, development and feeling of worth from a young age.”
The Winter Toy Appeal is a cornerstone of Location Location’s community engagement, works collaboratively with a network of local children’s centres, councils, temporary accommodation teams and refuges.
And over the past decade it has amassed over 40,000 toys, equating to more than half a million pounds in donations.
This year, the appeal continued its partnership with the Local Buyers Club, furthering their commitment to making a tangible difference in the lives of local children during the holiday season.
Main picture: @palomafaith
