Santa’s Black Country Toy Appeal launched across the Black Country

The Black Country Toy Appeal has been launched today to give Christmas to the most vulnerable families and children across the Black Country.

This annual appeal was previously run by Dudley CVS and covered the Dudley Borough under the moniker of 'Operation Santa'; a local initiative that ran for many years. 

The scheme began in 1999 when the 'Dudley Hope Charity' supported 300 children. Growth over the subsequent two decades meant that over 6,300 children across Dudley borough receive a Christmas gift in 2020.

This year, the team of volunteers have come together to form Santa's Black Country Toy Appeal, a charity with a vision to expand across the four Borough's of the Black Country; Dudley, Sandwell, Walsall and Wolverhampton. The estimated number of children living below the poverty line in those areas totals 104,265.

The team believes that no child should go without at Christmas and do their best to reach as many children and young people as possible, whose parents may be struggling through no fault of their own.

For more information on how to support the appeal, visit


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