West Ham United are calling on supporters attending the London Stadium from Saturday 2 December to Saturday 9 December to donate new toys to Ambition Aspire Achieve’s (AAA) Kevin Jenkins OBE Newham Christmas Toy Appeal.
In keeping with the festivities, the Club has set up a ‘Giving Tree’ in the London Stadium Store where people can donate new children’s toys in support of the cause which was recently helped by Tomáš Souček, Vladimír Coufal and Maxwel Cornet.
“Every family supported will be facing significant challenges, struggling to make ends meet, with little or no income to provide any of the gifts and seasonal foods that so many of us are lucky enough to take for granted. Without support, a Christmas Day to enjoy would not be possible,” said AAA’s Appeal Coordinator Paula Blake, as part of the campaign launch.
AAA aim to support children and young people who are experiencing disadvantage and poverty, to overcome their multiple difficulties and follow positive pathways forward to help them to achieve their full potential. With complex issues facing local communities, including the cost of living crisis, there are increasing pressures on families and the charity has received heightened levels of referrals into the appeal from local services.
“The purpose remains the same, when our founder Kevin Jenkins first launched it decades ago, to ensure no child’s circumstances mean their stockings are empty on Christmas morning. The requests for help have been higher than ever but there is still time to support,” said AAA Chief Executive Jonny Boux.
He added: “This year, our aim is to raise at least 15,000 gifts and reach over 3,000 vulnerable Newham children, ensuring Christmas Day is not another day the same as any other.”
Sunday's game marks the selected fixture for AAA, an official partner charity, which is based a stone’s throw away in nearby Abbey Lane in Stratford and Hermit Recreation Ground in Canning Town, where Thames Ironworks FC played their first ever home match in 1895.
On matchday and for the week following, in collaboration with AAA, the Club is encouraging people to support the appeal in any way they can, with a key focus on dropping off new toys at the ‘Giving Tree’.
During a visit to Terence Brown Arc in the Park earlier this month as part of the Club’s Players’ Project initiative, Souček, Coufal and Cornet emphasised the importance of causes like AAA’s and recognised West Ham’s strong community ethos. The annual Christmas Toy Appeal has been supported by the football club since its inception and is a cause which reflects the togetherness and family feel of the Hammers.
Aside from donating new toys at the ‘Giving Tree’, there are other ways to make a difference this Christmas for Newham’s most disadvantaged, vulnerable and at-risk children. You can: donate to AAA’s Christmas Toy Appeal JustGiving website, where any cash donations are converted into gifts to fill Christmas stockings, or, make a purchase from the appeal’s Amazon gift list. Alternatively, if you are not able to make a donation, you can spread the word about the appeal and the charity’s efforts.
Demonstrating the impact of the toys on local families, in a joint statement Blake and Boux said: “The full children's stockings will also give each benefiting family renewed resilience and determination knowing that their community cares about them, to continue to work towards overcoming their difficulties and challenges and move forward to a time when they can support the appeal themselves, as many of the previous beneficiaries now do each year.
“If you are in a position where you can help, please consider helping your local appeal in this the most difficult and challenging year for us all.
“Together we can make a real difference for Newham's most disadvantaged, vulnerable and at-risk children this Christmas, at a time when it is most needed.
“Please be part of that difference. Thank you.”
