TL;DR
UK children are expected to receive 129 million new toys this Christmas, according to research commissioned by Hungry Horse. Its Play It Forward campaign will accept good-quality new and pre-loved toys at more than 150 participating pubs from Nov. 12 to Dec. 19, 2026. The research figures are estimates from parents, not a count of toys being purchased or donated.
UK children are expected to unwrap 129 million new toys this Christmas, according to research commissioned by pub chain Hungry Horse, which is restarting a campaign to collect unwanted toys at more than 150 pubs. The Play It Forward donation scheme is scheduled to run from Nov. 12 to Dec. 19, giving families a local drop-off option for good-quality pre-loved and new toys.
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The figures come from a survey of parents, rather than a tally of toys sold or gifts already bought. Parents estimate that children will receive an average of nine presents and that they will spend about £247 per child on Christmas gifts. The research also found that parents believe 39% of their children’s toys are no longer regularly played with or have been outgrown.
Hungry Horse says participating pubs will act as Toybox Donation Stations during the campaign. The initiative asks families to choose toys together and donate items in good condition, so they can be passed on for another child to enjoy. Hungry Horse says the campaign is in its sixth year and has collected more than 70,000 toys since it began.
The survey points to interest in clearing space before Christmas: 57% of parents said they plan to sort through their children’s toys before the holiday, while 27% said they regularly struggle to find room for new ones. A local drop-off point would make 35% more likely to donate, according to the research. The source material does not provide the survey’s sample size or fieldwork dates.
Making Room for Christmas Gifts
The campaign links the seasonal growth in new gifts with the large share of toys parents say are no longer used. Donation could give usable items a new home instead of leaving them unused, while helping families clear space. The reported figures describe parents’ estimates and intentions; they do not establish how many toys will ultimately be donated or reused.
For families, the scheme offers a nearby collection route at participating pubs. The research also suggests that children may be more willing to give toys away if they understand another child will receive them: 79% of surveyed parents thought their children would be happier to part with an old toy if they knew it would be enjoyed by someone else. That is a reported parental view, not a direct measure of children’s responses.
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A Six-Year Toy Donation Campaign
Play It Forward is not a new scheme: Hungry Horse says this is its sixth year and that more than 70,000 toys have been donated since the initiative started. The current collection period is planned to cover the weeks before Christmas, when families may be sorting toys ahead of new presents.
The commissioned research also found that 34% of parents had kept a toy because their child did not want to give it up. Dr. Amanda Gummer, a research psychologist who works on children’s play, parenting and development, advises involving children in choosing what to pass on. Professional organiser Lynsey Crombie similarly recommends starting with toys children have outgrown or stopped playing with. These are expert recommendations cited in the report, rather than findings that establish a particular approach will work for every family.
““By choosing a toy together, families can give something that’s no longer being played with a new home, while helping bring some extra joy to another child this Christmas.””
— Andrew Gallagher, Hungry Horse brand and marketing director
Survey Limits and Donation Details
The source report does not specify the survey sample size, fieldwork dates or methodology, so readers cannot assess how representative the estimates are. The 129 million figure is presented as an expectation based on the research, not a verified national count of toys that will be received.
The report names more than 150 participating pubs but does not list their locations or explain how donated toys will be checked, distributed or matched with recipients. Families should consult Hungry Horse for the nearest collection point and any local acceptance rules. The source also does not state whether all participating locations will accept both new and pre-loved toys throughout the full campaign period.
Collections Begin in November
Hungry Horse says the collection period is due to begin on Nov. 12 and end on Dec. 19. Families can use the company’s website to find a participating pub and check details for their local drop-off point. The scheme’s final donation total and how the toys are distributed were not provided in the source report.
Key Questions
How many toys are UK children expected to receive this Christmas?
Research commissioned by Hungry Horse estimates 129 million toys in total. The figure is based on parent survey responses, and the report does not give the survey sample size or methodology.
When can families donate toys through Play It Forward?
Hungry Horse says the scheme is scheduled to run from Nov. 12 to Dec. 19, 2026. Families should check the company’s website for local participating pubs and drop-off information.
What toys can families donate?
The report says participating pubs will accept good-quality pre-loved and new toys. It does not provide a detailed list of accepted items or condition requirements, so check with the local collection point before visiting.
How many toys has the campaign collected before?
Hungry Horse says more than 70,000 toys have been donated since Play It Forward began. The report does not provide a year-by-year breakdown.
Source: madeformums.com
