Donate used toys and win over lonely hearts

Called "Toys for a cause", the campaign asks children and parents to bring any old toy, game or puzzle to a local ELC store and donate them to children less fortunate than themselves. For every item donated a reciprocal 25 per cent discount on selected toys will be offered by the centre.

Speaking to Khaleej Times about the project, Gaurav Khemani, Marketing Coordinator for ELC, said, "We hope to encourage children and parents to donate their old toys to charity through this project and we are quite happy that the Red Crescent Society is collaborating with us in this initiative.

"We are also planning to make this a permanent feature at the store but it all depends on the response shown by parents and children."

Many parents have hailed this move as noteworthy as it allows them to donate their children's toys to charity through a convenient channel.

Vimla Chugh, a housewife, said "My children outgrow their toys quickly and I hate throwing them away as they are in perfect condition. Now, at least, some other child can derive joy out of these toys and I'm glad this campaign has been launched in Dubai."

Kamal Osman Jamjoom, CEO of ELC across the region, said, "We're delighted that we have this opportunity to work with a worthy organisation such as the Red Crescent Society. At ELC we believe it is important to contribute to communities that are less fortunate than ourselves and we are certain that many children will benefit from this joint initiative.

"Anyone who donates a toy will be given a 25 per cent discount on a select range of ELC's products. We hope this will act as an additional incentive for parents and children to recycle toys."

Some parents, however, mentioned that they would donate their children's toys irrespective of the discount offered. "The discount is an added advantage but that would not be my sole motive to give away my daughter's toys. It's a nice gesture though and I just hope that many people come forward to give away as many toys as they can," said Yasmin Rehman, a lecturer.

Al Hamady Ibrahim, Director of Resource Development, Red Crescent Society UAE, said, 'We're extremely happy to be working with the ELC this year. It's important that businesses play their part in contributing to charity as well as governments and individuals in society. Many children around the world live in poverty and danger and we hope that by being able to donate these toys, we may be able to offer them some small token of happiness and comfort in what are often very difficult circumstances."

Dropping points

DUBAI - Large bins will be provided at stores, in all the emirates, to enable those wanting to donate to do so at their convenience.

Any used toy - big or small - a game or puzzle that your children no longer play with and was heading for the municipality skip, can now be dropped into the bins anytime during the normal working hours of the stores.

The toy campaign will be launched in ELC outlets today and, according to the organiser, will run till the end of this month. Stores throughout the UAE and Qatar are participating in the "Toys for a cause" drive, making it one of the largest campaigns of its type in the region.