The 2024 Newham Christmas Toy Appeal has launched.

The appeal, which is named after the late Kevin Jenkins OBE, is run by the charity Ambition, Aspire, Achieve (AAA) in partnership with the Newham Recorder.

The initiative aims to provide Newham's most disadvantaged, vulnerable and at-risk children with gifts during the festive season.

Jonny Boux, chief executive of AAA, said: "With the expectation of high demand, planning for the 2024 appeal started early this year in anticipation of the very high numbers of referrals that are already coming through.

"Last year, nearly 3,000 vulnerable children were referred, and with many local families in Newham continuing to experience rising poverty this year, there is every chance that number will be exceeded.

"Our annual toy appeal in itself cannot solve the issue, but it can make a tremendous difference to a child at a time when the effects of poverty are amplified during the season of giving.

"Any help provided this year can make all the difference, with every pound donated turned into toys for children."

AAA is also calling on people to make direct donations, raise money with friends and colleagues, organise toy collections and raise awareness of the cause.

Paula Blake, appeal co-ordinator and operations manager for AAA, added: "Simply put, the appeal would not be possible without the kindness and generosity of all its supporters.

"Please be part of that difference – thank you."

The appeal kicked off this week with its first donation from foster parents Donna and Wayne Howe from Canning Town.

AAA's business manager Lucy Jenkins said: "They wanted to help to give back as their children received gifts from the appeal when they were younger.

"So now they are in the position to give back they feel it is important."

An Amazon Wish List has been set up for those who wish to choose and purchase gifts online.

The link for the Recorder's Amazon list is: https://amzn.eu/dDHhZLz.

Cash gifts can also be donated through the appeal's JustGiving page: justgiving.com/campaign/xmasappeal2.

Information on the campaign, including on how to support it, will be featured in the Recorder throughout its duration.