Amazon in collaboration with In Kind Direct will be delivering games and toys to children in vulnerable situations across the UK this Christmas. Families can help and participate too, as Amazon and In Kind Direct invite people to donate toys. In Kind Direct will distribute the toys to families across the UK, last year more than 6,700 toys were donated in Europe. In the UK, and across Europe, the initiative is set to deliver smiles to thousands of vulnerable families in the run up to Christmas and beyond. Alongside managing the delivery of toys to In Kind Direct, Amazon will also donate all profits from the sale of the toys to the charity.

In Kind Direct work with charities, community groups, foodbanks and schools who support a wide range of social issues, from hygiene poverty and domestic abuse to unemployment, homelessness and mental health support needs.

“Across the UK, many families are struggling this year with financial challenges and simply can’t afford toys and games to gift to their children, and the resources of charitable organisations are more thinly stretched than ever,” said Rosanne Gray, CEO In Kind Direct. “With the support of companies like Amazon we are now helping over 220,000 people every week feel valued and cared for, and over 3,000 charities, schools and community groups run their vital clubs and services that enable communities to thrive.”

To get involved, customers can visit the donate a toy page on Amazon, and choose a toy from the wish list. Once added to the cart, customers only have to select the option ‘Wish List Address’ as the delivery point.

Donate with a Smile

Customers can further support In Kind Direct, or their favourite charitable organisation by shopping at or with AmazonSmile on the Amazon Shopping app. They will find the same low prices, vast selection, and convenient shopping experience as, with the added bonus that Amazon will donate a portion of the purchase price of eligible products to a charity of their choice, at no cost to the customer or charity. Visit:

Since being founded in 1996 by HRH The Prince of Wales, In Kind Direct have distributed over: £292m worth of essential products, diverted more than 32,000 tonnes of usable products from going to waste and supported over 11,500 charitable organisations. The products they distribute reach almost 250,000 people every week.

Donate a Toy with Amazon UK and In Kind Direct today.