As part of the Players’ Project - West Ham United’s initiative where players from the men’s, women’s and Academy teams regularly engage with the local community - eleven U18s players visited the Ambition Aspire Achieve warehouse in Beckton to take part in the Kevin Jenkins OBE Toy Appeal.
The young players worked alongside volunteers from across Newham, sorting through donated toys and preparing Christmas gift bundles that will be distributed to children in need. The U21s also contributed to the appeal by donating toys themselves.
Based in Newham, in the heart of the West Ham United community, Ambition Aspire Achieve (AAA) is a charity dedicated to helping children and young people in need, including those with disabilities or additional needs.
While AAA’s work spans various services - such as after-school clubs, disability-specific activities and youth outreach projects - the annual Christmas Toy Appeal is one of their cornerstone initiatives.
Each year, the appeal receives referrals from social services, schools, homeless shelters and other community agencies. This year, AAA aims to provide Christmas gifts to over 2,500 children, relying entirely on donations from individuals, businesses and volunteers.
“The Club has been supporting our organisation for many years,” explained AAA Chief Executive Jonny Boux. “Over the last three years, we’ve had players visiting the warehouse to take part in the Christmas Toy Appeal.
“We’ve now reached the threshold where over 50 per cent of young people in Newham are growing up in relative or absolute poverty. These families often can’t make ends meet, let alone provide presents at Christmas. If you don’t have those experiences when you’re young, it affects your sense of belonging and worth. It makes the ladder into adulthood so much harder to climb.”
West Ham United Academy Education Coordinator Luke Stone accompanied the young Hammers on their visit, underlining the importance of encouraging young players to give back.
He said: “West Ham United is a family club. We’re aware of the position that we have in terms of being able to contribute to the community. Getting the boys involved in activities like these aligns with the Academy’s values. This area, Newham, Tower Hamlets, it’s West Ham United. It’s important for our players to understand, from an early age, how football can be used as a platform for good and how they can contribute to the community in meaningful ways.”
Reflecting on the work of AAA’s army of volunteers, Operations Manager Paula Blake expressed her appreciation for their essential contributions.
Paula added: “The volunteers have been amazing. We couldn’t do it without them. We’re only a small team so it’s so important to have people support us with the gift collections. We’re so grateful to everyone who contributes, whether that’s through donations or giving up their time.
“Although it’s tiring, it’s rewarding. Knowing that these kids will wake up on Christmas morning with something to open, smiling because Santa’s paid them a visit, it makes it all worthwhile.
“We also ask for feedback from the caring agencies distributing the gifts. They share stories of parents in tears, hugging the staff, saying they’d never have been able to provide presents otherwise. They’re overwhelmed by the generosity. When you hear those heartwarming stories, that’s what it’s all about.”
