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23 November 2021

Mission Christmas, the largest Christmas toy appeal in the UK, returns for 2021

The largest Christmas toy appeal in the UK, Mission Christmas returns. The annual campaign run by children’s charity Cash for Kids raised over £12.7 million in 2020 in gifts and donations which was used to make sure that 254,352 children and young people had presents to open on Christmas Day. This year’s Mission Christmas aims to beat last year’s fundraising total and help make sure it can help as many children as possible.

The economic climate is pushing more and more families into poverty which is not helped by the end of the Universal Credit top up and furlough. As a result, the charity is expecting record levels of requests for help this year, with families having to make difficult decisions this Christmas between food/heating and gifts.

The campaign is supported by Bauer radio stations including Hits Radio, Greatest Hits Radio, Magic Radio and Absolute Radio, whose listeners get behind it every year.

Magic Radio’s Ronan Keating and Harriet Scott said: “Every child should feel the excitement of waking up to presents on Christmas morning, however we know for some families that after a tough year they are struggling to even get by day to day. That’s why we want to help out Santa by making sure that even more young people across the country can be given some Christmas cheer this year.

“We’ve always been so blown away by how amazingly generous people can be when it comes to Mission Christmas, and so if you can, please just buy one extra gift this year and we’ll make sure that it goes to a child who truly deserves it.”

Supporters of the campaign can take their gifts to a number of drop-off points near them, including local Bensons for Beds and Wickes stores. Simply head to and enter your postcode to find the drop-off point closest to you.

This year there will also be a new facility for supporters to buy a gift online which will be delivered directly to the purchaser’s nearest Mission HQ for no delivery fee. Just head to to browse the gift list. Alternatively, you can text ‘MISSION’ to 70910 to donate £10 and the Cash for Kids team will donate a gift on your behalf.

Cash for Kids works with thousands of grass-root organisations across the UK who support disadvantaged children (0 – 18 years). Throughout the Mission Christmas campaign, these organisations along with social workers, head teachers and the emergency services nominate families in crisis to be supported by the appeal. Highlighting their age, gender and any special needs, Cash for Kids identifies children that the Mission is hoping to support and what age groups may be struggling for gifts throughout the appeal.

For further details, including information on how to get involved or make a donation, please visit


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For further press information, please contact:

Odelia Yu – Senior Commercial Communications Executive, Bauer Media
E: M: 07718124791

About Cash for Kids:
Cash for Kids is the cause related marketing arm for the Bauer Media’s network of local radio stations. Cash for Kids raised over £19.1 million in 2020, supporting more than 385,000 sick and underprivileged children in local communities across the UK.

Bauer Radio’s Cash for Kids Charity (England) 1122062 Registered Charity (Scotland ): sco41421

About Bauer Media UK:
Bauer Media UK reaches over 25 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands including heat, KISS, Grazia, Empire, Magic, Absolute Radio and the Hits Radio Network. These brands offer commercial partners access to highly engaged audiences, with creative solutions underpinned by insight and instinct. Bauer Media UK is part of the Bauer Media Group, one of the world’s largest privately owned media businesses with media assets all over the globe.

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