The grotto where Santa is based in Slough's Queensmere Shopping Centre is this year on the third level of Debenhams and all involved are supporting the appeal and acting as a drop off point for gifts.
Debenhams manager Mark Bailey said: "We are pleased to support a worthwhile charity at this festive time of year. I would encourage people to donate whatever they can for those children that need gifts."
Staff at Sara Lee will be getting in the festive spirit and generously donating brand new toys and gifts.
Lois Sharma, of the Bath Road company, said: "We are going to support the toy appeal again this year because a lot of people here have quite a soft spot for it. We will be encouraging everyone to donate a toy and spreading the word."
New toys can also be dropped off at the children's library within Slough Library in High Street to support children in the care of social services in Slough, South Bucks and the Royal Borough, and East Berkshire Women's Aid.
Librarian Liz Broekmann said: "We are happy to be involved again in this wonderfully worthwhile appeal."
Other drop off points include:
* The Observer offices at Upton Court, Datchet Road, Slough.
* The Royal Windsor Information Centre in Royal Windsor Station.
* The Evreham Sports Centre in Swallow Street, Iver.
* The Legoland Big Shop in Windsor from 10am - 5pm from Friday to Sunday.
