The appeal is needed more than ever this year, as increasing numbers of local children and families continue to feel the devastating impact of the ongoing cost-of-living crisis.

For families who were already struggling to make ends meet, rising household costs and financial pressures have made an already difficult situation even harder. It is often the children who are already most disadvantaged and vulnerable who feel the greatest impact, with families being pushed further into poverty and facing hardship that can have lasting consequences.

Many of the children supported through the appeal are living with the daily realities of poverty alongside other significant challenges. These can include insecure or temporary housing, food insecurity, poor emotional wellbeing, disability or additional needs, bereavement, domestic abuse or violence, difficulties at school and wider pressures within the family home.

Christmas can place even greater pressure on families whose income is already stretched simply covering everyday essentials. There is no additional money available for presents, festive food or the experiences that many children naturally associate with Christmas. For some parents and carers, this means facing the heartbreaking reality of being unable to provide even a small gift for their child.

The Kevin Jenkins OBE Newham Christmas Toy Appeal helps ensure that children experiencing poverty and hardship are not forgotten at Christmas. By coming together as a community, we can provide gifts, festive experiences and moments of happiness for children who might otherwise go without, while helping to relieve some of the pressure faced by their families.

Together, we can make Christmas a little brighter for some of Newham’s most disadvantaged, vulnerable and at-risk children and families.