Amazon UK is collaborating with charity In Kind Direct to deliver games and toys to children in vulnerable situations across the UK this Christmas.

Customers can donate toys by visiting amazon.co.uk/donateatoy. The items will then be distributed by Kind Direct to families across the UK. Last year more than 6,700 toys were donated in Europe.

In the UK, and across Europe, the initiative is set to deliver smiles to thousands of vulnerable families in the run-up to Christmas. Alongside managing the delivery of toys to In Kind Direct, Amazon will also donate all profits from the sale of the toys to the charity.

In Kind Direct work with charities, community groups, foodbanks and schools who support a wide range of social issues, from hygiene poverty and domestic abuse to unemployment, homelessness and mental health support needs.

“Across the UK, many families are struggling this year with financial challenges and simply can’t afford toys and games to gift to their children, and the resources of charitable organisations are more thinly stretched than ever,” says Rosanne Gray, CEO In Kind Direct. “With the support of companies like Amazon we are now helping over 220,000 people every week feel valued and cared for, and over 3,000 charities, schools and community groups run their vital clubs and services that enable communities to thrive.”

To get involved, customers can visit amazon.co.uk/donateatoy, and choose a toy from the wish list. Once added to the cart, customers only have to select the option “Wish List Address” as the delivery point.