The 2025 Kevin Jenkins OBE Newham Christmas Toy Appeal, is run by charity Ambition, Aspire, Achieve (AAA) and backed once again by the Newham Recorder.
The campaign, now in its 48th year, aims to provide stockings filled with toys and gifts for more than 3,000 children and young people in need in the borough.
AAA believes the appeal is needed more than ever, saying that Newham has seen a rise in child poverty as a result of the cost-of-living crisis.
The charity has said early requests for help already outstrip previous years, reflecting the daily pressures many local families face.
A AAA spokesperson said: “Every child the campaign supports is living with the realities of poverty, often alongside multiple challenges.
“These include poor or temporary accommodation, food insecurity, low wellbeing, educational barriers, behavioural difficulties, disability and additional needs, or the impact of abuse, violence or bereavement.
“Many families simply cannot afford gifts or seasonal food.
“Without help, Christmas Day would be just another day.”
This year, the charity aims to raise 15,000 new toys and gifts.
The goal is to provide each child with a Christmas stocking tailored to their age, needs, abilities and, wherever possible, a most-wished-for gift so they can experience a real Christmas morning.
MORE NEWS: Beckton mum-of-six who cares for her husband after crash is up for national award
AAA chief executive Jonny Boux and the charity’s appeal co-ordinator and operations manager Paula Blake made a joint appeal for donations.
Mr Boux said: “We’re proud once again to launch the Kevin Jenkins OBE Newham Christmas Toy Appeal, continuing the incredible legacy of its founder.
“We face one of our most challenging appeals yet.
“Financial hardship continues to rise across Newham, while securing the support and funding needed to meet demand is becoming ever more difficult.
“Every donation and every hour of time given truly matters.
“For many, Christmas simply wouldn’t be possible without the kindness and generosity of all those who support the appeal.
“It’s only by coming together that we can make this year’s appeal a success and ensure no child referred wakes up to an empty stocking this Christmas.
“Please do get in touch if you can help.”
Ms Blake added: “The appeal is about bringing hope and happiness to children and families who might otherwise have very little to celebrate at Christmas.
“It relies entirely on the kindness and generosity of our community – every donation, no matter how small, makes a real difference.
“With so many families struggling due to the ongoing cost of living crisis, your support is more important than ever.”
To donate to the appeal, the charity has set up a specific appeal gift list at: https://www.amazon.co.uk/hz/wishlist/ls/3KOW2QDDVQZ3P? ref_=wl_share.
The list includes a selection of gifts those running the campaign are hoping to be able to put into the Christmas stockings this year.
The gifts are for varying ages and at various price levels. Any gifts purchased will be automatically delivered direct to the appeal.
A cash gift can also be transformed into gifts, organisers said.
The appeal’s JustGiving page is: https://www.justgiving.com/campaign/xmasappeal25.
Donations can be made in person at the Terence Brown Arc In The Park, in Bethell Avenue, Canning Town, from 9am to 5pm Monday to Friday and from 10am to 1pm on Saturdays.
