People are being asked to help give underprivileged children the joy of opening a gift on Christmas Day.

The Salvation Army and toy retailer The Entertainer are appealing to Christmas shoppers in Altrincham to support their cause.

The Big Toy Appeal asks customers to pick up an extra toy to donate when they visit The Entertainer in-store or shop online at www.thetoyshop.com.

For every gift donated, The Entertainer will also contribute a toy, doubling the number of donations.

More than 100,000 gifts have been provided since the campaign launched in 2018.

This year, 'the UK's largest family-owned toy retailer' is aiming to reach a target of 125,000 total toys donated through The Big Toy Appeal.

Tony Daniels, director of community services at The Salvation Army, said: "We have been overwhelmed with the kindness and generosity of The Entertainer and their customers who, over the last six years, have supported our campaign to bring joy to children at Christmas who would otherwise go without.

"No child should feel the sadness of not receiving a gift on Christmas Day, just because their parents can’t afford life’s basics.

"The Big Toy Appeal is needed more than ever, and while we know pretty much everyone is affected by the cost of living, we hope the people who can afford to will once again dig deep to support the children in our communities who have very little."

The annual campaign helps families struggling to provide Christmas presents for their children, a situation which can add additional pressure during the festive period.

Many turn to churches and charities like The Salvation Army for support, using foodbanks and other donations to help them through Christmas.

Andrew Murphy OBE, group chief executive officer of The Entertainer, said: "Every child deserves to experience the joy of Christmas and The Big Toy Appeal gives customers the chance to get involved and help deliver those magical moments.

"The appeal has already seen over 100,000 toys donated so far, and we’re excited to see where we get to this year with the support of our generous customers.

"By partnering with The Salvation Army, we’re seeking to enable generosity amongst our staff as well as existing and new customers, so that families can be supported in a real and valued way during times of financial hardship."

This year, The Big Toy Appeal will run in all UK stores, as well as online at www.thetoyshop.com/big-toy-appeal, until November 30.