Key Points
- The 2025 Kevin Jenkins OBE Newham Christmas Toy Appeal was run by charity Ambition, Aspire, Achieve (AAA) and supported by the Newham Recorder.
- Each child referred received a Christmas stocking filled with new, age-appropriate toys and gifts.
- Referrals came from a wide network including schools, social services, women’s refuges, GPs, and community organisations.
- Major corporate donors included Sahara Homes, Gallions Reach Shopping Park, Bluewater Shopping Centre, LEGO Group, Barclays, Zurich Insurance Group, and Tate & Lyle.
- Schools, faith groups, and local businesses also made significant contributions.
- Toy and book providers such as Newham Bookshop, Keel Toys, ABGee Toys, and Scholastic Books supported the cause through donations and discounts.
- The initiative, which celebrated its 48th anniversary, continues the legacy of community leader Kevin Jenkins OBE.
- AAA spokesperson thanked donors, saying: “Your kindness and care has been key to the success of the appeal.”
What is the Newham Christmas Toy Appeal?
The Kevin Jenkins OBE Newham Christmas Toy Appeal, established nearly five decades ago, stands as one of East London’s longest-running festive charity drives. According to reporting from the Newham Recorder, the initiative was launched in memory of community champion Kevin Jenkins OBE, whose life’s work focused on helping disadvantaged children and families in Newham.
The 2025 appeal, organised by Ambition, Aspire, Achieve (AAA), aimed to ensure that no child in the borough went without a present on Christmas Day. Each child referred through the initiative received a Christmas stocking filled with new, age-appropriate toys, tailored to their interests and age group.
AAA’s Chief Operations Team confirmed that this year’s campaign was supported by local schools, businesses, community groups, and residents, all coming together in the true spirit of giving.
In a statement released by AAA, a spokesperson said,
“Your kindness and care has been key to the success of the appeal.”
How were children selected to receive gifts?
Children were referred through Newham’s network of support organisations, including children’s services, schools, probation services, family support groups, health visitors, women’s refuges, GPs, and community organisations.
This partnership ensured that gifts reached those genuinely in need — children in challenging circumstances, households facing financial hardship, and families receiving social care assistance.
According to AAA’s organisers, these multi-agency referrals highlight how deeply rooted the appeal has become in Newham’s welfare fabric. The process was designed to protect privacy while maximising outreach, ensuring every referred child experienced the joy of Christmas.
Which businesses supported the toy appeal in 2025?
A diverse coalition of corporate donors played a pivotal role. As noted by Newham Recorder staff reporters, the 2025 corporate supporters included:
- Sahara Homes
- Gallions Reach Shopping Park
- Bluewater Shopping Centre
- Stratford Shopping Centre
- Transport for London (TfL) Lost Property Office
- MACE
- Investec
- Zurich Insurance Group
- LEGO Group
Beyond these, further major donors expanded the impact through funding and in-kind contributions.
Companies such as The Hill Group, Berkely Offshore Underwriting Managers, The Bank of New York, Bowling and Co, and Bryan Cave Leighton Paisner LLP offered either material support or cash donations.
Additionally, Axis Europe, Barclays, Thames Water, Tate & Lyle, and Bain Capital added to the corporate generosity list.
Other notable contributors 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.
Each company, through financial donations or logistics support, helped bring festive cheer to hundreds of young residents across the borough.
What role did toy and book suppliers play?
According to coverage in Newham Recorder’s community updates, several toy and book businesses went above and beyond by contributing physical goods and offering discounts on bulk purchases.
Participating suppliers included:
- Scholastic Books
- Newham Bookshop
- Keel Toys
- ABGee Toys
- Little Brothers Books
Newham Bookshop, a well-known independent business in the borough, has been an ongoing partner of the appeal, ensuring a steady stream of age-appropriate reading materials alongside toys. These contributions helped distribute not just gifts, but learning opportunities that would last beyond Christmas morning.
Which schools contributed to the 2025 appeal?
A cornerstone of this year’s toy appeal was the robust participation of Newham’s educational community.
As confirmed by Newham Recorder education reporters, a significant list of schools contributed financially or through toy donations. These included:
- Forest School, Snaresbrook
- Wanstead High School
- Lister School
- Royal Docks Academy
- School 21
- Stratford School Academy
Younger pupils also joined the festive effort with collections organised in partnership with parents and teachers. Participating primary schools included:
- Hallsville Primary
- Rosetta Primary
- Maryland Primary
- Kier Hardie Primary
- Brampton Primary
- North Beckton Primary
- Sandringham Primary
Additionally, support poured in from Ellen Wilkinson Primary, Winsor, Colegrave, New City, Calverton, Dersingham, and Scott Wilkie schools, as well as Altmore Infant, Park Primary, Kensington Primary, Sheringham Nursery, Cumberland Community School, Sir John Heron Primary, and Curwen Primary.
Across these institutions, pupils learned the value of compassion and community engagement — an educational outcome beyond the classroom.
How did churches and faith groups contribute?
Places of worship across Newham also embraced the cause. According to Newham Recorder’s faith correspondent, churches such as All Saints Church, Writtle St Nicholas Church, Kelvedon Hatch, and Pilgrims Way Church in East Ham provided both donations and volunteer manpower.
These churches assisted with logistics, including storage, wrapping sessions, and distribution, reflecting the multi-faith unity behind the campaign’s success.
Many volunteers described the experience as deeply rewarding. One anonymous volunteer told Newham Recorder:
“To see the happiness on children’s faces and know that the community made it happen is something truly special.”
What does this initiative mean for Newham’s future?
The continuation of the Kevin Jenkins OBE Toy Appeal represents far more than seasonal charity; it stands as a testament to Newham’s enduring sense of community solidarity and compassion.
Kevin Jenkins OBE, for whom the appeal is named, was a revered figure in Newham known for his tireless efforts to empower disadvantaged children. His legacy lives on through AAA’s ongoing work and the participation of thousands of residents and organisations.
AAA’s annual campaign not only provides gifts but fosters social cohesion, reminding the borough of the power of collective action. Newham Recorder’s editorial team noted that the appeal continues to grow each year due to the borough’s diversity and shared commitment to kindness.
As AAA’s spokesperson concluded:
“Our community’s remarkable generosity ensures that no child is forgotten. Together, we’ve made Christmas magical for so many families.”
How can people or organisations get involved next year?
AAA typically opens its toy appeal donations each autumn, accepting both funds and new toy items. Community members, corporations, schools, or churches interested in joining future efforts can contact Ambition, Aspire, Achieve directly or monitor announcements on the Newham Recorder’s website for registration details.
Through partnerships like these, Newham continues to demonstrate that collective goodwill can transform lives, one gift at a time.
