Launch of the Christmas appeal at the heart of local life

THIS week sees the launch of a campaign that has been backed by the local community for almost five decades – the Kevin Jenkins OBE Newham Christmas Toy Appeal 2026.

The Christmas Toy Appeal, run by charity Ambition, Aspire, Achieve (AAA), has brought the community together to make Christmas special for disadvantaged, vulnerable and at-risk children and young people across Newham. Sadly, the need for this support remains as important as ever.

This is the 49^th year of the appeal, run with the support of the Newham Recorder, and today Appeal co-ordinator and AAA Operations Manager Paula Blake and Jonny Boux, AAA, Chief Executive, have issued this joint plea for your help.

“The ongoing pressures of the cost of living continue to place enormous strain on families already struggling to make ends meet. For many of the children referred to us, financial hardship is only one part of the challenges they face. Families may also be experiencing temporary or unsuitable accommodation, food insecurity, poor emotional wellbeing, disability or additional needs, difficulties at school, bereavement, domestic abuse or other

complex family circumstances,” they said.

“At Christmas, these pressures can become even greater. For some families, buying presents simply isn’t possible and, without the support of the Appeal, many children would have very little or nothing to open on Christmas morning.”

This year, the charity expects at least 2,000 children and young people to be referred to the Appeal and they aim to collect and distribute at least 10,000 new toys and gifts.

“Our aim is to provide every child referred with five new gifts, carefully selected according to their age, needs and abilities and, wherever possible, including something they have particularly wished for. It is about much more than the gifts themselves – it is about making sure children feel remembered, valued and included at Christmas, while relieving some of the pressure faced by their parents and carers.”

The Appeal is only possible because of the incredible generosity of our community. Individuals, businesses, schools, community groups and organisations come together each year by donating new toys and gifts, fundraising, making financial contributions, organising collections and volunteering their time. Every contribution, large or small, helps us reach another child.

Paula and Jonny added: “We would be delighted if you would consider joining us in supporting the 49th Kevin Jenkins OBE Newham Christmas Toy Appeal and helping us make Christmas a little brighter for thousands of local children and families. Together, we can make sure that children facing some of the greatest challenges in our community know that they have not been forgotten this Christmas. Thank you for your generosity and support.”

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THE annual Kevin Jenkins OBE Newham Christmas Toy Appeal aims to ensure that every child referred receives a Christmas stocking filled with new gifts, carefully selected to reflect their age, needs and abilities and, wherever possible, including a much-wished-for present to open on Christmas morning.

Each year, referrals are received through a unique network of organisations and professionals working directly with children and families across Newham. These include Children’s Services, Schools, Probation Services, Family Support Groups, Families First.

Also Health Visitors, Community Mental Health Teams,  Child and Adolescent Mental Health Services (CAMHS),  Women’s Aid and Refuge’s General Practitioners, Support & Community Groups.

This referral network helps ensure that the appeal reaches some of Newham’s most disadvantaged, vulnerable and at-risk children and young people.

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HERE’S how you can give to this special appeal.

AAA has created a dedicated Christmas Toy Appeal Gift List, featuring a selection of new toys and gifts that we hope to include in children’s Christmas stockings this year. The list includes gifts suitable for different ages, interests and abilities, with a range of prices so there are options to suit every budget.

Visit our online Gift Lists at:

https://www.amazon.co.uk/hz/wishlist/ls/1NOQ7UL0ZJIZY?ref_=wl_share

or

https://www.giftster.com/gift/public/3sgwx

Any gifts purchased through the list will be delivered directly to the Christmas Toy Appeal, ready to be sorted and matched to the children and young people referred to us.

Donate A Cash Gift: You can also support the Christmas Toy Appeal by making a financial donation through our dedicated online Giving Site.

Every donation we receive can be transformed into new toys and gifts to help fill the Christmas stockings of disadvantaged, vulnerable and at-risk children and young people across Newham this Christmas.

Visit our Giving Site:

https://www.justgiving.com/campaign/appeal26

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• Paula with gifts from the wonderful sisters

The campaign got its first donation with a boost from two special sisters, who have made it their goal to support the appeal for the last four years.

Layla and Salma Haidrani popped into AAA’s main base, the Terence Brown Arc in The Park, with a host of gifts, including a range of toiletries, perfumes, creams and similar gifts for older children.

Said AAA’s Paula Blake: “It’s another lovely donation from the sisters. We really appreciate the time and trouble they have gone to.”

The gifts cover a wide range and include make up and clothes and books.

Said Layla: “It’s our pleasure. We’ve bought and acquired the items over the last year, a few each week. It’s the time of year that everyone should do what they can to help those who need it the most.

They also support the charity’s Easter Campaign, and will be back with more gifts next month!

Thank you.

Keep upto date with the appeal latest on Ambition, Aspire, Achieve’s Facebook and X and Instagram sites.

And the Newham Recorder in print and online.