In an extraordinary show of community spirit, Birmingham has broken its own record for festive generosity, with more than 14,500 toys delivered to children living in poverty and homelessness this Christmas.
A Record-Breaking Year for Community Kindness
The massive haul, distributed in December 2025, marks a new high for the annual Brumwish campaign run by BirminghamLive in partnership with the coalition of charities known as Toys4Birmingham. Founded in 2020, the initiative aims to ensure every struggling child in the city receives a Christmas present.
With child poverty rising across the West Midlands, the campaign's importance has never been greater. This year, the gifts were packed by volunteers at the iconic Edgbaston Cricket Ground before being sent to 109 local charities and organisations for distribution to families.
Bringing Hope During a Cost-of-Living Crisis
Volunteers supporting the campaign reported encountering families facing impossible choices between food and festive gifts. The scale of need was highlighted in BirminghamLive's recent 'Child Poverty Emergency' report, which revealed half of the city's children are struggling to get by.
Graeme Brown, Editor of BirminghamLive and the Birmingham Mail, called it a proud day for the city. "Birmingham never lets us down," he said. "Every year we ask our readers to dig deep for kids who need it and once again they've broken their own records."
He added that while there is never a shortage of children needing help, the nearly 15,000 toys would mean "a lot more smiles on Christmas day."
A Collective Effort Powered by Volunteers
The success was made possible by a city-wide effort. Kind-hearted residents purchased new presents via a dedicated Amazon wish list from November onwards. The operation was supported by charity partner Thrive Together Birmingham and the staff at Edgbaston, who accepted and stored gifts throughout the campaign.
Louise White from Thrive Together Birmingham expressed profound gratitude, stating the donations brought "hope, relief, and a sense of being cared for" during a challenging time of year. She emphasised that the gifts would create special, meaningful moments for families.
Esther Lau-Mackaay, Edgbaston's Community Engagement Officer, said the stadium was incredibly proud to support the project. "When families are facing some of the toughest moments of their year, these gifts bring genuine joy and relief," she commented.
The campaign stands as a powerful testament to what can be achieved when a community unites to support its most vulnerable members, ensuring the magic of Christmas reaches every child.
