Telford-based Golden Bear, which makes official merchandise for popular children's television programmes including In The Night Garden and Twirlywoos, has donated two large boxes of toys to the appeal.
The campaign, which the Shropshire Star is running in partnership with Shrewsbury-based Storage King, aims to bring a little festive joy to children who would otherwise be having a difficult Christmas.
We are asking readers to donate new toys and games which will be shared out among charities and groups which support children with serious illnesses, disabilities, or who are living in tough circumstances.
Golden Bear marketing manager Rachel Field said: "We are really pleased to be able to donate some of our latest toys in support of this great appeal. We hope they will bring much joy to local children this Christmas."
Golden Bear have been established for over 35 years and in that time we have supported many local initiatives along with raising much needed funds for our industry charities."
The company donated a range of toys from its well-known children's lines, including CBeebies series Twirlywoos and In The Night Garden. They included a selection of plush soft toys, talking soft toys, plastic figurines and electronic toys.
Shropshire Star editor Martin Wright thanked Golden Bear for supporting the appeal.
"The response has been fantastic, and we would really like to thank Golden Bear for its generosity," Mr Wright said.
"We are extremely grateful to everybody else who has donated to the appeal."
This week, pop star Peter Andre became the latest celebrity to back the appeal.
He said the toys could make a huge difference to youngsters who had to live with all sorts of problems.
Former Only Fools and Horses star John Challis, who played flash car dealer Boycie in the classic sitcom, also backed the appeal.