A TOY campaign aiming to support 4.1 million children living in poverty has launched in a toy shop in Bracknell and Reading.

The Entertainer Toy Shop in The Lexicon and The Oracle has partnered with the Salvation Army to help families declutter their homes to support their 'Big Toy Rehoming' campaign.

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Due to its success in June and September of rehoming 16,000 toys weighing 10,500 kilos which would have otherwise gone to landfill, the campaign is back to help more underprivileged children.

Gary Grant, founder and executive chairman of The Entertainer, said: "Last year was a phenomenal success and we hope to continue to increase the number generous donations we receive for 2020, especially as families look to declutter their homes after Christmas and make room for their new toys and games."

The campaign will run across all Entertainer stores, including in Bracknell from January 2 to 31 where families can bring in their unwanted toys to the shops.

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Toys will then be handed over to The Salvation Army where they will distribute them out to children in need.

Kirk Bradley, head of corporate partnerships at Salvation Army Trading Company, added: “Donations from the last Big Toy Rehoming campaign hugely helped in continuing to provide practical and emotional support for vulnerable people in the UK.

"It’s such a worthwhile cause and we’re looking forward to the public joining in again as they declutter their homes after the festive season."

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All toys must have a CE label or marking for safety reasons and toys without a valid CE mark on the toy or packaging will be safely recycled.

No soft toys or plush will be accepted.

Visit: thetoyshop.com/bigtoyrehoming for more information.