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2 December 2020

The largest Christmas toy appeal in the UK returns… As Bauer brands back Mission Christmas

The largest Christmas toy appeal in the UK, Mission Christmas is an annual campaign run by Cash For Kids which is supported by Bauer Media’s radio and magazine brands including the Hits Radio and Greatest Hits Radio Networks, Magic Radio, Absolute Radio and supported by several Bauer Publishing’s magazine titles including Take a Break, That’s Life, TV Choice and Mother & Baby.

With the COVID-19 global pandemic this year, Christmas is going to be tougher than ever for those in need. The Trussell Trust has predicted that at least 670,000 extra people will become destitute in the last three months of the year. This is a level of poverty that leaves them unable to meet basic food, shelter or clothing needs. With the increase in unemployment and reduction in working hours for many families, Christmas is simply a luxury they cannot afford, families are having to make difficult decisions this Christmas between food/heating and gifts.

Collectively Cash for Kids raised over £20.9 million in 2019 in gifts and donations which were distributed to more than 1 million children disadvantaged kids across the UK. 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.

In order to make this safe for everyone, the teams have carried out an extensive review and risk assessment of Mission to enable us to deliver a gift appeal whilst keeping our staff, volunteers and beneficiaries safe. This means that there will be significantly reduced drop off points and reduced volunteers in our Mission HQ’s to accommodate social distancing.

Hits Radio’s Fleur East said: “This year is going to be particularly tough for many families across the UK. Mission Christmas is a brilliant way for people to act in the true spirit of the season and give a little something to lift the spirits of disadvantaged young people who really do deserve it.”

“Last year our listeners really demonstrated their generosity and it was truly amazing what we achieved. This year there have been so many examples of the community pulling together to support everyone and I know that it will be even better than ever before.”

“It’s easy to take part, all you need to do is buy one extra gift before December 18th and hand it in to one of our collection points, alternatively you can text ‘MISSION’ to 70910 to donate £10 and we will buy a gift on your behalf. Let’s make 2020’s Mission Christmas our biggest and best ever and bring some Christmas cheer to the children who need it most.”

Supporters of the campaign can take their gifts to a number of drop-off points which you’ll find listed on

Those who don’t have time to shop can text MISSION to 70910 to make a £10 donation to the appeal. (Calls cost Standard network rate and 100% of the donation goes to CFK).

Cash For Kids works with thousands of grass-root organisations across the UK who support disadvantaged children (0 – 18 years). Mission Christmas works closely with social workers, head teachers and the emergency services who will nominate families in crisis to be supported by the appeal.

In advance of the launch (and throughout the campaign) organisations nominate the children they support, highlighting their age, gender and any special needs. Cash For Kids therefore knows how many children Mission Christmas 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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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 £20.9 million in 2019, supporting more than 1 million 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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