The Kevin Jenkins OBE Newham Christmas Toy Appeal 2025, now in its 48th year, is aiming to collect the equivalent of 15,000 new gifts for children across the borough.
Run by the charity Ambition, Aspire, Achieve (AAA) in partnership with the Newham Recorder, the appeal ensures some of the borough’s most disadvantaged children wake up to something special on Christmas morning.
Among the early supporters is Newham Bookshop, which has supported the campaign for many years.
Vivian Archer, of Newham Bookshop, said: “We have been supporting the appeal since day 1 and it was our pleasure to help.
“Reading is so important for children and young people.”
Paula Blake, appeal co-ordinator, said: “It’s another vital donation for the appeal for which we are so grateful.”
Two members of the West Ham United Women’s Team, Finnish defender Eva Nyström and Swiss midfielder Seraina Piubel, also visited AAA’s Terence Brown Arc In The Park headquarters in Canning Town to show their support.
They met young people and AAA staff and asked questions about the long history of the appeal, even donning Santa hats.
Seraina said: “Meeting everyone involved gave us a real sense of what it means to so many families locally.
“You can see how much hard work goes on to make sure children have a proper Christmas to look forward to.”
Eva added: “It was inspiring to meet the people behind the appeal and hear about the difference they make for children and families at Christmas.”
Both players had come straight from training to support the appeal.
The campaign aims to provide every referred child with a Christmas stocking filled with new gifts tailored to their age, needs, and personal wishes.
Referrals are made through a wide network of support agencies, including children’s services, schools, health visitors, and family support groups, ensuring the appeal reaches those most in need.
Many of the children supported face daily challenges including poverty and a lack of support from other services.
Organisers say this year is especially tough for families, with the cost-of-living crisis compounding existing hardships.
For those wishing to contribute, AAA has set up an Amazon wish list, which can be found at amazon.co.uk/hz/wishlist/ls/3KOW2QDDVQZ3P.
Cash donations can also be made through the campaign’s JustGiving page at justgiving.com/campaign/xmasappeal25.
Donations can be dropped off in person at the Terence Brown Arc In The Park on Bethell Avenue, Canning Town.
Drop-off hours are 9am to 5pm, Monday to Friday, and 10am to 1pm on Saturdays.
AAA will also be sharing updates and ways to support the campaign across its social media platforms.
The charity will record all gifts and donations and will share the collective impact after Christmas.
