Spread the Christmas Cheer: Gift a Child a Toy this Festive Season – 26.11.22

  • The ELBA Toy Appeal returns to Canary Wharf for its third year
  • Donate a present to a child in your local area this Christmas

As the festive season approaches, Canary Wharf residents, visitors and workers are invited to spread some Christmas cheer to those who need it most by donating a gift to a local child through the annual ELBA Christmas Toy Appeal in partnership with Canary Wharf Group.

From Saturday 26th November, Canary Wharf will host the annual appeal for the third time. The appeal invites members of the public and employees in Canary Wharf and City firms to donate a newly bought gift which will be gifted to a child in the local area through local community organisations. In the last two years nearly 40,000 toys have been donated.

It comes as families are expected to feel the sting of financial hardship this Christmas more than ever, with a third of parents across the UK confessing they fear a difficult winter[1] due to increased bills, food prices and job losses. Thousands of children in East London alone are predicted to experience this Christmas living in poverty.

The appeal will run until Friday 16th December, and the toy drop off point is at Level -1 Jubilee Place Mall. Those who are unable to visit the Estate can donate online through the JustGiving page, and volunteers will buy a present on their behalf.

Following the 2021 Appeal, one parent said: “With so little happening for young children due to the pandemic I was feeling isolated and concerned my child was missing out on so much. It was a lovely surprise to be invited to collect a gift. When we arrived, we were made to feel special and given a bag of goodies which were great to keep us busy over the long closure period.”

Emma Warden, Associate Director of CSR & Community  at Canary Wharf Group, says: “The Toy Appeal does so much good at a time when it’s needed most, so we’re delighted to once again be supporting ELBA in surprising children in need with some much-deserved joy at Christmas. The pop up has grown in popularity each year, and we expect this year to be no different as people are well aware of how some families are really struggling. It’s so simple to pop down to the shops on your lunchbreak or duck into a toy store when doing your Christmas shopping, so we hope 2022 will be our most successful yet.”

Ian Parkes, ELBA CEO said “The need is greater than ever this year – and we have been running the appeal for over 20 years. We have already received requests for over 20,000 toys from our community partners. Having the grotto in such an amazing position at Canary Wharf really boosts the number of toys we get in and it’s all thanks to Canary Wharf Group for hosting and partnering the appeal once again”

As well as donating the space to facilitate the Toy Appeal, Canary Wharf staff will be busy volunteering at the Toy Appeal Grotto and in the local community. Projects include the East End Community Foundation’s Winter Bag Appeal, supporting local residents who are vulnerable to the impacts of the cost-of-living crisis.

Toy appeal drop off point:

  • Level -1, Jubilee Place, Canary Wharf, E14 5NY

Opening Times:

  • Saturday 26 November – Friday 16 December
  • Monday-Saturday: 10am-5pm; Sunday: closed

Toy Appeal asks for gift donations within the following guidelines:

  • New toys between the value of £10 and £15
  • Please ensure the presents are unwrapped. This is so community organisations can choose which children the gifts are most suited to
  • Toys should have the Lion Mark CE to show they are child friendly and safe for use.
  • No toys that require batteries. It’s ok if the toy comes with batteries included
  • No war toys or toys that portray fighting such as tanks, soldiers and guns. Some children may be asylum seekers fleeing war. Star Wars and superheroes are fine
  • No iTunes/Google Play vouchers. Most children that benefit from the Toy Appeal won’t have access to an account. Cinema vouchers are more appropriate
  • No second-hand donations. Many of our community partners cannot accept second-hand toys due to health and safety reasons. Also, the quality often varies greatly. For many children, this will be the only toy they receive so we would like it to be a new toy
  • Age range for toys – the toys will be donated to babies and children up to the age of 16

 Click here for gifting inspiration

Click here for more information on the Toy Appeal

Click here to make a donation via JustGiving

[1] Oxfam, 2022


For further information, please contact:

Press Office
Canary Wharf Group plc
T: 020 7418 2166
E: pressoffice@canarywharf.com

Notes to Editors

About Canary Wharf Group:

Canary Wharf Group (CWG) is the developer of the largest urban regeneration project in Europe. CWG develops, manages and currently owns interests in approximately 9 million square feet of mixed-use space and over 1,100 Build to Rent apartments. 

CWG is the largest sustainable developer in the UK and also excels operationally as it has purchased 100% electricity from renewable sources since 2012 and sent zero waste to landfill since 2009. 

CWG has created a 24/7 city where people can live, work and thrive on the Canary Wharf estate and enjoy all the benefits: great transport links, access to green spaces and waterside living; and a wide range of amenities including an award-winning arts and events programme. Canary Wharf’s retail offering comprises over 300 shops, including grocery stores, pharmacies, health clubs, bars and restaurants, all within 15 minutes’ walk. 

The Company’s current £2bn construction activity and pipeline includes more than 500k square feet NIA of commercial properties and over 2,300 new homes for sale and rent.

LinkedIn: @CanaryWharfGroup
Instagram: @canarywharflondon / @eastwintergarden / @woodwharf
TikTok: @canarywharflondon
Twitter: @YourCanaryWharf / @CanaryWharfGrp / @Level39CW / @Wood_Wharf

About ELBA

ELBA (East London Business Alliance) is a registered charity and for over 30 years we have been building the connection between businesses and local communities, bringing the time, skills and resources of the private sector to address social mobility, regeneration, poverty and inequality in east London and beyond.

Our mission is to create possibilities to bring about positive change in London by channelling the wide-reaching resources and influence of the private sector to address key areas of need. ELBA makes community investment by businesses easier, more effective and more rewarding.