Brumwish Christmas toy appeal returns, aiming to reach up to 19,000 Birmingham children

Brumwish, the Christmas appeal that gets presents to Birmingham children who would otherwise go without, is back for its seventh year, and organisers say it may need up to 19,000 gifts, around 4,500 more than last year.

Birmingham Live relaunched the appeal on 12 November with its Toys 4 Birmingham charity partners. Gifts go to babies, children and teenagers supported by around 100 charities, children's centres and community groups across the city, including some living in B&Bs, hotels, hostels and refuges.

Why it is needed

Birmingham was recently ranked among the most income-deprived areas in England, with 41.7% of households struggling to make ends meet. For many families, food and heating have to come first, leaving little or nothing for presents.

Graeme Brown, editor-in-chief of Birmingham Live and the Birmingham Mail, said: "Every year, the generosity of our readers in Brumwish stands out. Sadly, the demand also rises every year."

"Brumwish exists to do something about that. You buy a gift from Amazon and we will do the rest, getting it to a poor or homeless child who really deserves a better December 25 than they are looking forward to."

A city coming together

Fred Rattley, chief executive of Thrive Together Birmingham, said: "In 2020 we did not imagine that the project would still be running and be even more needed in 2026."

He said it was "to be celebrated that generous individuals, businesses, faith organisations and a whole spectrum of organisations are willing to help us meet our aspiration to collect around 15,000 gifts for children and young people who might otherwise not receive a gift due to the impact of poverty on their family."

Edgbaston Stadium is once again opening its doors as the collection point. Fidelis Navas, managing director of the Warwickshire Cricket Foundation, said: "Guided by our motto 'Bears do the right thing', we are proud to be a key part of this project that brings people together each year to support children and families across Birmingham."

How to help

The simplest way to give is through the Brumwish 2026 wish list on Amazon. Supporters choose a gift, pay for it and send it to Edgbaston Stadium, and the team makes sure it reaches a child in time for Christmas Day.

New toys can also be dropped off in person at Edgbaston Stadium on three donation days:

Friday 4 December, 10am to 2pm.

Saturday 5 December, 10am to 1pm.

Monday 7 December, 10am to 1pm.

The appeal is asking readers, residents and businesses who are able to help to dig deep. As the organisers put it, every donation, whether one gift or 100, will make a huge difference to the child who receives it. For thousands of young Brummies, it could be the only present they open this Christmas.