The Ealing Gazette this week launches its 10th annual Christmas Toy Appeal in a bid to help families facing an even tougher festive season than previous years.
Readers are urged to spare a thought and a presnt for the borough's needy children and give them a Christmas they will remember by donating toys and games.
We will be working with Home-Start Ealing, a charity which supports around 70 families living within the borough with at least one child under the age of five.
The charity supports families who are experiencing some kind of stress or difficulty such as isolation, depression and poverty.
Karen Yon, 40, who has been using the services at Home-Start said the Christmas Toy Appeal will mean a great deal to her and other families.
The single mother who lives in the Windmill Estate, Southall, said: "Every year people look forward to Christmas, the presents and celebrations but there are families out there who don't have anything.
"I used to be a housekeeper to the rich and famous and really wasn't used to being on income support and receiving benefits.
"But now, as a single mother, it is a real struggle especially with all the prices going up and it's heartbreaking saying 'no' to your child because you can't afford something they need or want.
"It puts me on a real downer but I wouldn't change having my daughter for anything.
"I want to make this Christmas special for her and if we can bring some cheer to the other families, I know everyone would be so grateful.
"Anything that people are able to donate will be greatly appreciated and will help put a smile on children's faces."
Louise Dudley, Home-Start Manager said: "We are so grateful for everyone who donates presents as it really does make such a big difference.
"In the past, we have been overwhelmed with presents which have made the Christmas celebrations complete.
"We have to remember that some people do not have many friends or family and this really does make them happy.
"We hope readers donate as many presents as they can for the 10th anniversary of the appeal so we can give them out at our Christmas party."
Books, arts and craft sets, dolls, puzzles and games can all be donated and for safety reasons, all toys must be new.
To donate toys, drop them at the Gazette offices at 134-136 The Broadway, West Ealing, W13 0TL by the middle of December, with a full date to follow.