KEIGHLEY Salvation Army has launched its annual toy appeal.

Up to 350 disadvantaged youngsters, who would otherwise receive no presents on Christmas Day, are expected to benefit.

The appeal is once again being staged in conjunction with the Keighley News and Sainsbury's.

And this year has also seen the Skipton Building Society come on board.

"The need from families for our support is as great as ever," said Chris Bown, Keighley Salvation Army's development manager.

"We've run the appeal for many years now and the support from the town is always fantastic. People really put their hands in their pockets.

"We would ask the public to again do what it can to help."

Keighley News content editor, Richard Parker, said: "We're delighted as the town's newspaper to once again be backing this appeal.

"Keighley residents have shown just how caring they are in past years by digging deep to provide some Christmas cheer for children who otherwise might not have much to celebrate during the festive season. And I'm sure they will come up trumps again this year."

Donated toys must be new, and should be suitable for children and young people – boys and girls – up to the age of 16.

People are asked not to wrap them.

All the donated gifts will then be sorted, wrapped and distributed to families on Christmas Eve.

Children are nominated by Keighley schools, family centres and agencies dealing with issues such as domestic violence.

Toys can be taken to Sainsbury's in Cavendish Street, Keighley.

They may also be donated directly to the Salvation Army in High Street, between 9am and 3pm Mondays to Thursdays, or to the Skipton Building Society branch in Kirkgate, Silsden.

The appeal launch took place at Sainsbury's supermarket.

"The store has been a huge supporter over the years and we are extremely grateful," said Mrs Bown.

"Also, it is great to have the Skipton Building Society at Silsden involved as a collection point too this year, and we would like to thank them."

The Salvation Army and other charities working with needy people in the town are experiencing unprecedented demand for their services.

This year has seen the launch of more projects offering meals, including the Curry Circle and a community kitchen.

They work alongside existing charities, such as the InTouch Foundation and Living Lights Christian Outreach.

Anyone wanting further information about the toy appeal can contact Mrs Bown on Christine.Bown@salvationarmy.org.uk or 01535 603494.