Bring it to life with East Coast Radio’s Toy Story with Game. East Coast Radio’s Toy Story with Game has kicked off, aimed at giving joy with toys to every child in a government hospital, children’s home and crèche in KwaZulu-Natal. Now in its 16th year, the campaign is one of the longest-running annual CSI initiatives in KwaZulu-Natal.
Speaking at the launch at Atholton Primary School in Umhlanga this morning, which was attended by Sharkie and musicians Gangs of ballet, Chloe Clark and Kyle Deutsch, East Coast Radio’s General Manager, Boni Mchunu, said, “Residents and business across KwaZulu-Natal have always generously supported this initiative as we aim to light up the lives of some of the province’s most destitute children over the end-of-year holidays. Together, we can all work towards building a better society in KZN.” Mchunu also extended her heartfelt thanks to the stakeholders who make this year’s social outreach programme possible.
Over the next six weeks, the campaign will collect new toys for distribution at paediatric wards in state-owned facilities across the province. All Game stores will have collection boxes. Schools and business can request a Toy Story collection box by emailing
This year, every cent of the funds donated to the campaign will be channelled into the Game AmaLunchbox project that is aimed at feeding children from disadvantaged backgrounds. This project was launched in 2008 to curb the detrimental effects of hunger on the educational development of children – hungry children cannot concentrate on schoolwork. The AmaLunchbox project provides disadvantaged schools nationwide with the facilities to allow them to prepare nutritious meals in hygienic conditions.
“Game is proud to have been a Toy Story partner for the past six years, “ says Elisabeth Ric Hansen, Marketing, PR and CSI Manager at Game. “Toy Story is a project that is very close to our CSI projects focusing on the upliftment and enablement of disadvantaged children through the Amalunchbox school feeding program and the Tools to Teach and Tools to Play educational program.”
Hansen added, “The feeling of knowing that a positive change has been made in the lives of disadvantaged children is priceless. We hope to bring some cheer, smiles and laughter to the lives of the children who benefit from the Toy Story project.”
Last year, residents and corporates across KZN helped make a difference in the lives of the province’s ill and disadvantaged children, by raising more than R1.5 million for East Coast Radio’s Toy Story with Game and donating more than 101 000 new toys.
Darren Maule and the East Coast Breakfast team broadcast live from Atholton Primary School to officially launch East Coast Radio’s Toy Story with Game. Pupils from the school donated the most number of toys to the campaign last year, compared to any other school in KZN. By 9am, when Darren, Keri Miller and Sky Tshabalala wrapped up the show, Atholton Primary pupils had already filled up four collection boxes with brand new toys!
If your school or business would like a collection box, kindly email
Further info, including banking details, available at

Share this post!