Central Co-op is urging customers to drop off brand new toys and other gifts for children living in poverty this Christmas.

The retailer’s annual appeal launches today and runs until 13 December. Donation points are being made available across its stores, as well as its funeral homes, during this period

The gifts will then be donated to charities to distribute to families in need across the retailer’s area, across the Midlands, East of England, central England counties including Gloucestershire, and the North of England.

Its appeal last year collected more than 3,5000 gifts for children.

“The Toy Appeal captures what our co-operative values are all about - community, compassion and care,” said Central Co-op president Elaine Dean.

“Every donation brings a little hope and happiness to children who deserve a magical Christmas. We’re so grateful to our members, colleagues and customers for their generosity year after year.”

Other initiatives being run by the retailer to support families in poverty include colleague financial wellbeing programmes, community grants, food redistribution through Olio, and partnerships with Samaritans and Child Bereavement UK.

Last month Central Co-op announced it had raised £350,000 for Samaritans during the first year of its partnership. This included ‘rounding up at the till’ fundraising through the Pennie digital donation system.

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