Christmas is a great time to reminisce about years gone by while sharing new traditions with young family members. Gift giving is a massive part of the festive spirit but it is how those toys make us feel that really matters.
This year Lidl opened its Bear's Toy Bank so that children from low income families could still get the gifts they so desperately want and often need. All Lidl stores are accepting gifts until December 16, for children of all ages - from toddlers to teenagers.
Former Strictly Come Dancing star, Oti Mabuse, and McFly’s lead guitarist, Danny Jones, have joined the campaign to urge people to donate. The pair have recreated photos from their childhood with beloved toys that held a special meaning for the celebs.
Baby Oti sits on the floor in a bubble-gum pink dress matching her retro pink phone, her jaunty birthday hat and shocked expression make for an adorable picture. Equally cute is little Danny with his toy guitar in hand and curly hair wild on his head, Christmas tree shining in the background.
Danny said: "As a parent, I can‘t imagine my son not having anything to open on Christmas morning. You can’t undervalue the importance of kids playing - it only takes one small toy - in my case, a toy guitar - to inspire something bigger.
He added: "It’s a hugely important campaign, and I’m privileged to be a part of it."
Lidl Bear's Toy Bank was launched following new research, in partnership with Neighbourly, that found that 8 in 10 charities and community groups declared toys and games were one of their most needed items to help serve their local communities over the festive period - second only to food donations.
Oti said: "Initiatives like Lidl Bear’s Toy Bank really mean a lot. You never know how big an impact toys can have on a child - even if you don't know them.
"No matter how big or small, all donations will provide joy over Christmas - so please donate if you can."
The Children's Society estimate that one in three children in the UK are living in poverty and believe the cost of living crisis could push a further 500,000 children into this situation. One toy could light up a child's Christmas and be remembered for years to come or even spark a new passion like Danny's did.
Toys need to be new or in their original packaging to be donated but there is no limit on what can be given, even small tokens are appreciated. Lidl and their partner Neighbourly have appealed for more toys for teenagers as these are lacking, such as books, games, sporting goods or cosmetics.
Donations can be made at any Lidl store across the UK and will be distributed locally so toys will go to charities in your local area. Lidl is also donating one million meals and has committed £250k to charities, community groups and food banks during the festive period.
