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As a child, James Morgan didn’t have many toys. Coming from a disadvantaged background, the toys he did have were mainly second hand. For James, “second hand was second nature”.

Now aged 38, James is a father to three boys and has worked as a GP Practice Manager with the NHS for the past ten years.

Last year, he launched the Toy Box Project – a community interest company (CIC) rehousing used and unwanted toys for disadvantaged children from across south Wales.

In his job, James noticed an increasing number of families who were struggling to make ends meet.

Speaking to Caerphilly Observer, James said: “I have three boys and we go through toys like there’s no tomorrow. I grew up in deprivation so I know what it’s like to have no toys.”

He also wanted to play his part in protecting the environment by stopping unwanted toys ending up in landfill.

The Toy Box Project began at James’ house in Caerphilly in March 2021 and has continued to grow ever since.

He said: “With three kids, a wife and a dog, we ran out of space – so I got a shipping container to store the toys.

“We kept growing and helping more kids and there were more toys coming in than I could handle, so I needed a shop.”

James then opened a shop on Clive Street, Caerphilly, where he keeps the donated toys – but is now looking to move into a warehouse due to the amount of donations he has been receiving.

James now has around 15 to 20 volunteers helping him, with the project having helped around 1,600 children since its launch.

The children receiving the toys have been referred to James and his volunteers by health workers, education settings and support groups such as Citizens Advice.

The donated toys are taken in by James and his volunteers, who clean them and repair them if needed, before donating them to children who would otherwise go without – either directly or though organisations – free of charge.

“I wanted to start this back in 2020, but Covid delayed things. I had conversations with GPs, churches, community groups etc to sound out the idea.

“Covid delayed the start but it made all the reasons why I wanted to start this worse – families were really struggling.”

While James’ original aim was always to expand and eventually move into a warehouse, the reaction to his efforts have left him “speechless”.

He said: “I thought I had a good idea and the feedback has only been positive. This has only been possible because the community has donated toys and volunteers have helped on a weekly basis.”

The shop on Clive Street is not open to the public, with donations being collected at the Old Library Cafe in Caerphilly, as well as Digital Morphosis Ltd in Cardiff, before being collected by James and his team of volunteers.

“My shop, shipping container and van are all full, so I need a warehouse now. Five thousand kilos worth of toys have been donated since the start.

He added: “Eventually, I want to open a toy shop with high quality, affordable used toys.”

While most donated toys are given out for free, James said around 10% of toys are sold for a small fee, in order to fund the costs involved with running the project.

Fore more information the Toy Box Project, including on how to donate or volunteer, visit toyboxproject.co.uk