Toy Appeal 2020 records its biggest donations ever with help from Canary Wharf Group
Every Christmas, the East London Business Alliance (ELBA) launches Toy Appeal, an initiative encouraging companies, employees and members of the public to spare a thought, and a gift, for children in the local community.
In 2020, Canary Wharf Group made the exciting collaboration with ELBA, opening its first ever Toy Appeal drop off point in Jubilee Place. With an incredible team of volunteers, Toy Appeal organise for gifts to be bought, donated, sorted and delivered to children and young people in east London and beyond.
Last year’s appeal saw its biggest donations ever, with an incredible 22,000 toys donated, worth around £283,100, more than double its previous record, putting a smile on thousands of children’s faces.
The Canary Wharf drop off point allowed for the distribution of the 22,000 toys to 92 community organisations. It also meant members of the public could drop off toys for the first time in Toy Appeal’s history, where passers-by added an extra gift to their Christmas shopping and contributed over 800 toys to the appeal.
Emma Warden, Associate Director of CSR and Community at Canary Wharf Group said; “With the country going back into lockdown in November, we were concerned that much valued appeals such as ELBA Toy Appeal may struggle to reach their usual audience at a time demand was higher than ever. We were thrilled to have partnered up with ELBA and offer the Jubilee Place pop up as the main drop off and distribution point. The feedback from members of the public has been fantastic, people who may not have been able to participate in the past through a workplace were able to support the project too. We are delighted our support has gone some way to support the biggest appeal to date and make such a difference to the local community.”
Ashley Rice, Programme Manager at ELBA says; “This year, we have been overwhelmed with people’s generosity. After a difficult year for many, the success of the ELBA Toy Appeal meant that thousands of children had a happy Christmas. It also took the pressure off parents that are struggling financially and meant they could experience a bit of normality as a family. We couldn’t have done it without the support of Canary Wharf Group, helping us get over 22,000 toys out to families facing hardship in east London.”
For further information, please contact:
Canary Wharf Group plc
T: 020 7418 2166