The initiative, designed to ensure as many children as possible wake up to a present on Christmas Day, calls for people to donate new, unwrapped items such as puzzles, games, soft toys, outdoor toys, books, dolls/figures and art materials.
 
The items will be given to charities including Family Action and the Salvation Army, as well as local foodbanks, ensuring the toys are gifted to youngsters most in need.
 
For those wanting to donate, but unable to attend on the day, donation bins will be available in all local Central Co-op stores and funeral homes throughout the appeal, which ends on Friday 1 December.
 
Andy Seddon, society secretary for Central Co-op, said: “We’re excited to kick off the festive period with our Christmas Toy Appeal and to be bringing our toy truck to Norwich.
 
“As a co-operative, our goal is to support the communities we operate within – and there’s no better time than the holiday season to do so.
 
“No child should go without presents on Christmas Day, which is why we’re delighted to support some fantastic charities in their mission to create a memorable day for all.
 
“Each toy makes a difference, so we’d encourage anyone in Norwich who is able to donate to bring their donations to their local store.”