Key Points
- The 2025 Kevin Jenkins OBE Newham Christmas Toy Appeal, organised by Ambition, Aspire, Achieve (AAA) and supported by the Newham Recorder, brightened Christmas for hundreds of disadvantaged children across Newham.
- The initiative marked its 48th year, continuing a long tradition of community generosity.
- Each referred child received a Christmas stocking filled with new, age‑appropriate gifts.
- Referrals were made through schools, family support agencies, and community organisations across the borough.
- A diverse list of corporate, school, church, and community donors contributed significantly to the campaign.
- Corporate supporters included names such as Sahara Homes, Gallions Reach Shopping Park, Bluewater Shopping Centre, Stratford Shopping Centre, Transport for London Lost Property, MACE, Investec, Zurich Insurance Group, LEGO Group, and many more.
- The appeal also saw contributions from toy and publishing companies like Scholastic Books, Newham Bookshop, Keel Toys, ABGee Toys, and Little Brothers Books.
- The annual initiative was launched in memory of Kevin Jenkins OBE, founder of AAA, remembered for his decades of charity work in East London.
Disadvantaged children across Newham woke up to joy and excitement this Christmas as the 2025 Kevin Jenkins OBE Newham Christmas Toy Appeal successfully delivered thousands of gifts to families who might otherwise have gone without.
The appeal, spearheaded by the East London charity Ambition, Aspire, Achieve (AAA) and supported by the Newham Recorder, once again highlighted the borough’s deep-rooted spirit of generosity and unity during the festive season. As reported by Newham Recorder, the initiative, now in its 48th year, ensured that every referred child received a Christmas stocking brimming with new, age‑appropriate presents.
How did the Newham Christmas Toy Appeal begin and who was Kevin Jenkins OBE?
The toy appeal began nearly five decades ago, inspired by the vision of community activist Kevin Jenkins OBE, who dedicated his life to helping disadvantaged young people in East London. Jenkins founded Ambition, Aspire, Achieve (AAA) to promote opportunities for vulnerable children through inclusion, support, and local partnership.
According to Newham Recorder, the appeal was later renamed in his honour following his passing in 2021. His work remains a lasting legacy across Newham, where community cohesion continues to drive local charitable initiatives.
AAA’s Managing Director, Paula Blake, said in a statement reported by Newham Recorder:
“Kevin believed no child should feel forgotten at Christmas. Each year, thanks to our donors, we make that belief come true for hundreds of young people.”
Who received the Christmas gifts and how were families selected?
The 2025 appeal reached children from across Newham, referred through an extensive network of family and child support agencies. According to reports from Newham Recorder, referrals came from Newham Children’s Services, local schools, probation offices, family support groups, health visitors, women’s refuges, GPs, and various community organisations.
Each child referred was given a carefully prepared stocking of new toys and books tailored to their age and interests. Volunteers and caseworkers ensured that every package was sensitively assembled and delivered before Christmas Eve.
A volunteer from AAA, quoted by journalist Tom Barnes in the Recorder, said:
“Seeing the smiles when families pick up their gifts reminds us what local giving can do. Every toy is another message of hope.”
Which companies and organisations supported the 2025 Toy Appeal?
The 2025 Toy Appeal drew wide-ranging support from corporate donors, local businesses, schools, and faith groups. Their combined efforts made the ambitious operation possible once again.
Corporate support was especially strong this year. The list of business partners reported by Newham Recorder included:
- Sahara Homes
- Gallions Reach Shopping Park
- Bluewater Shopping Centre
- Stratford Shopping Centre
- Transport for London Lost Property
- MACE, Investec, Zurich Insurance Group, and LEGO Group
Further contributions came from industry leaders such as The Hill Group, Berkeley Offshore Underwriting Managers, Bank of New York, Bowling and Co, Bryan Cave Leighton Paisner LLP, Axis Europe, Barclays, Thames Water, Tate & Lyle, and Bain Capital.
Additional donors included All Funds, Janus Henderson, Mae, L&Q, Fremantle, Turner & Townsend, Valero, McAllister Group, Reed Smith, Glyn Hopkin, Albert’s Schloss, Thought Machine, Burberry, Higgins Partnerships, AGS Shutters, Asda Beckton, Holiday Inn Express Stratford, Lunaria Partners, Overbury, Stantec, and Toren Consulting.
Toy and book companies also played an important role, donating stock or offering large discounts. Among them were Scholastic Books, Newham Bookshop, Keel Toys, ABGee Toys, and Little Brothers Books.
AAA credited their generosity for enabling thousands of toys to reach homes across the borough.
What role did local schools, churches, and community groups play?
Apart from corporate donors, local community participation formed the backbone of the appeal. Numerous schools, churches, and voluntary groups organised collection points, fundraising drives, and volunteer efforts.
According to a report from Newham Recorder, teachers and pupils across Newham took part by collecting gifts, raising funds through non-uniform days, and spreading awareness on social media. Local churches opened their halls for weekend drop-offs, while many small businesses served as neighbourhood toy collection hubs.
Reverend Sarah Collins of a Stratford parish church told Recorder journalist Tom Barnes:
“This appeal unites us every December. We work as one community — that’s something very special in Newham.”
How does the appeal impact the Newham community?
The ongoing success of the Christmas Toy Appeal demonstrates Newham’s enduring sense of togetherness. Families facing housing struggles, job loss, or domestic crises often find the festive period emotionally and financially draining. The appeal breathes hope and joy into these households, reinforcing bonds between donors, charities, and beneficiaries.
As covered by Recorder, local councillors and officers also took part, offering logistical support and helping coordinate referral lists. Cllr James Asser, quoted in the coverage, said:
“The appeal continues to show the best of Newham — neighbours looking out for each other and local organisations stepping up when needed most.”
With child poverty rates still among the highest in London, such initiatives retain vital social importance.
What’s next for Ambition, Aspire, Achieve and its community work?
Looking ahead, AAA plans to expand its year-round projects supporting vulnerable youth. The charity told Newham Recorder that it will continue its mentoring schemes, activity clubs, and family support services throughout 2026, funded by local partners and grants.
AAA confirmed that planning for the 2026 Kevin Jenkins OBE Toy Appeal will begin early next autumn, with hopes of raising more donations than ever before.
In her closing remarks, Paula Blake expressed gratitude, stating:
“What we’ve achieved this Christmas is the result of kindness, organisation, and community spirit. Every donor, big or small, played a part in making sure no Newham child felt left behind.”
