The ELBA and BIG Alliance Toy Appeal 2021

The Toy Appeal is an annual event where we ask for toys to be donated to children in East London and Islington. The toys are distributed to children that, because of their circumstances, would not receive a toy at the end of the year. It is not right that in some parts of east London, over 50% of children live in poverty. We believe that every child deserves to feel the joy of opening a present at the end of the year.

COVID-19 has had a significant effect on the lives of children as they were affected by the illness of parents and caretakers, school closures, parents being furloughed or losing jobs, and reduced household income. On top of that, rising gas prices, cost of living increases and cuts in universal credit have left many families feeling the pinch and worrying about the future.

Each toy that ELBA purchases is between £10 and £15. The children that receive the toys are between 0 and 16 years old so we will be purchasing everything from rattles and comforters, to lego, to sports equipment for older children.

Where do the toys go?

The toys are distributed to ELBAs community partners in east London and Islington. All these organisations work with families and children who are experiencing hardship for different reasons. This includes families that are fleeing domestic violence, living in emergency temporary accommodation, refugees, and children with disabilities and additional needs. The organisations we support include hospital wards, womens refuges, food banks, adventure playgrounds, childrens centres and any organisation working with vulnerable children and families. Triangoals, a charity near Barking & Dagenham, said:

We have families who are struggling to provide meals for their children, so gifts are not often even thought about. We had many families who thanked us and stated that this would be the only gift that their child would receive this year.

This year, ELBA has been working with organisations supporting refugees from Afghanistan and will continue to do so with the Toy Appeal. One support worker said:

We were able to distribute toys to the most needy families who had to leave everything behind to escape harm to them and their children.

It is a sad reality that over 200,000 children in east and north London are living in poverty and may not receive a toy during the festive season. Lets make this years appeal the biggest ever to help more children and families to experience a fun and memorable festive season.