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A children's charity in Leicestershire has appealed for extra help over the Christmas period.
Toys on the Table collects donations of new gifts for thousands of children who would otherwise go without.
But the appeal is under pressure this year as it has not been able to secure corporate funding.
Organisers at the launch in Leicester's Highcross Centre said this meant the help of the public would be more important than ever.
Early demand
Toys on the Table distributes the gifts using a system in which carers and social workers submit referral forms requesting help.
Charity spokesman Terry Watts said he was always amazed by donors' generosity in the past.
He said: "We have got to inspire everyone to think: 'Well, it may be tough for us but it is even tougher for other people'."
He added the organisation had received more than 200 requests for help in the first 48 hours alone.
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