An appeal which has seen hundreds of toys donated and delivered to children over the last two years is being launched again this week.
Thomas Campbell Estate Agents has teamed up with the Standard, and is launching its third annual Give a Gift campaign – which will involve working closely with charity Home-Start.
The campaign is asking for donations of quality toys which will be delivered to families struggling financially this Christmas.
The gift appeal is supported by Boston Borough Council, and those who can help are being urged to donate good quality toys.
Thomas Campbell Estate Agents director Harry Drury said: “A lot of people in the Boston area simply cannot afford such a privilege this year.
“This is why I urge people to come forward.”
Donations of new or quality second-hand toys are needed – which will then be wrapped up and delivered to families.
Mr Drury said: “I have always been fortunate in that my family has always been in a position to spoil me at all times of the year, which unknowingly I always took for granted.
“Now I am a father, I have the opportunity to appreciate watching your children open a present on Christmas morning, but also realise the cost implication in doing so.
“We are delighted to be part of this campaign, as we believe the real message of Christmas is community, goodwill and giving.
“Being a local, independent business based in the heart of Boston’s town centre, this campaign allows us to facilitate our key moral objective in serving and giving something back to the local community.”
Mr Drury added: “There is no shame in asking for a little help for your children this Christmas.”
Last year, the appeal was said to be very poignant because there were still families recovering from the December 2013 floods.