Location Location recently concluded its 10th Annual Winter Toy Appeal, and in the face of the ongoing cost of living crisis, this year proved to be their most challenging yet. The agency noted a significant increase in families facing extreme hardship, resulting in a growing list of children eligible for a toy, while the number of donors dwindled.
As the deadline loomed with an unlikely chance of meeting the growing demand, the Location Location team refused to accept defeat. Megan Eighteen, Operations Director at the agency, took to social media to rally support from the property industry, and the response was nothing short of overwhelming. Within days, the appeal saw a surge of hundreds of new toys and generous donations.
The campaign received a boost from notable figures, including Paloma Faith, an East London resident and recurring supporter of the appeal. Faith mentioned the Winter Toy Appeal in a TimeOut Podcast called ‘Love Thy Neighbourhood,’ and the subsequent feature on Time Out’s Instagram significantly contributed to tipping the scale for the campaign.
The heartening result: more than 5,000 children, who might have otherwise gone without, woke up to a brand new toy on Christmas morning.
In the past decade, the Winter Toy Appeal has amassed an astounding total of over 40,000 toys, translating to donations exceeding half a million pounds. The appeal, a cornerstone of Location Location's community engagement, collaborates with a network of local children's centers, councils, temporary accommodation teams, and refuges. This year, the campaign continued its impactful partnership with the Local Buyers Club, solidifying their commitment to making a tangible difference in the lives of local children during the holiday season.
Vicky Bibiris, Managing Director of Location Location, expressed heartfelt gratitude to all who contributed: “I am so grateful to everyone who helped us make a positive impact on thousands of children. Waking up on Christmas morning was special; I knew there would be so many children smiling due to everyone's efforts. To those who supported this, and other appeals this Christmas, you did that. You made a difference, thank you!”
Megan Eighteen, Operations Director, emphasized the appeal's growth and community impact: “Our community needs us more than ever; the Winter Toy Appeal is just one of many ways we can help. The appeal has grown over the last ten years, and sadly the needs will continue. It was the difference between no gift or a gift this Christmas. We recognize how important it is to support children's growth, development, and feeling of worth from a very young age. Thank you so much to everyone who helped us.”
As the 10th year of the appeal concludes, the Location Location team is already planning to expand its reach and impact in the coming years, with more details about future initiatives to be announced in 2024.
