EG readers help ignite the largest charity toy distribution of 2024

An email from The Starting Out Charity pinged into EG’s inbox this week with an early message of festive cheer, that we are compelled to share.

As part of our commitment to utilising the power of EG’s portfolio, we gift advertising space to a number of charities, including Starting Out, so imagine our joy when the team told us that you – EG’s brilliant readers, had sparked the largest charity toy drive of 2024, making sure hundreds of thousands of children in need don’t go without a toy this Christmas.

The message told us that thanks to advertising space generously provided in EG Magazine, a remarkable collaboration had unfolded, showing the incredible impact the property industry can have on the charity sector.

Avid EG reader Medina Capital Investments, a community-minded developer with a large vacant site in Hainault awaiting planning permission, has, after seeing Starting Out Charity’s advert in the magazine, provided the charity with a 50,000 sq ft warehouse on the site.

More than 100,000 toys are now being delivered to that site for storage, sorting, and distribution to some of the most in need children this festive season.

"Our record-breaking 2024 toy drive is all thanks to EG’s support,” said David Goodfellow, Starting Out Charity project co-ordinator. “You can’t pull off a huge toy distribution without a massive space to store them, and thanks to EG’s readers, we got exactly what we needed to make it all possible."

The charity said that this would be the largest charity toy distribution of 2024, potentially the largest ever, with more than 100 charities, hospitals, orphanages, food banks, schools and youth clubs benefitting.

“It’s a heartwarming, feel-good story that highlights the incredible massive impact that one magazine ad in EG can have,” added Goodfellow. “Now Christmas will be magical for thousands of children who would have otherwise gone without.”