AS the Christmas shopping season gets under way we're asking our readers to dig deep to give festive cheer to a needy child this Christmas.

The Daily Echo 21st anniversary toy appeal has been launched and we're looking forward to receiving gifts at our collection across the conurbation.

We have again joined forces with the Amelia’s Rainbow Fund, which provides gifts for children who are in hospital over Christmas and also for individuals and families it supports.

And presents will also be distributed through other organisations and charities including foodbanks and children’s centres.

The Dolphin Centre in Poole and Christchurch council are also supporting the appeal by offering collection points for toys.

John Grinnell, centre manager at the Dolphin Shopping Centre, said: “We’re delighted to be involved with the Toy Appeal again this year.

“We are in a fantastic position to be able to encourage our shoppers to donate items in the centre and our retailers continue to impress by putting themselves forward to donate items.

"We hope that with our support, more children in the area will receive a Christmas present this year."

Stores already on board include Beales, Poundland, M&S, Hawkins Bazaar, Boots and Wilko.

Amelia’s Rainbow Fund was set up following the death of eight-year-old Amelia-Grace Cooper in 2010. The popular little girl was struck down with an aggressive form of childhood cancer called Neuroblastoma.

Before she died her parents, Chantel and Karl, were able to enjoy special days out and outings thanks to the generosity of others.

The fund offers special days out to other children with life-limiting illnesses.

Toy collection points are:

Daily Echo offices in Richmond Hill, Bournemouth and Commercial Road, Swanage

Dolphin Centre, Poole

Christchurch council offices, Bridge Street

4COM, Aviation Park West, Christchurch

Store and Secure, Yeoman's Way, Castlepoint

Top Cat Media Group, Scotter Road, Pokesdown

MK Estates, Castle Parade, Iford

MK Estates, Holdenhurst Road, Bournemouth

Jigsaw Specialist Recruitment, Willis Way, Poole

The Funky Peach, Ashley Road, Parkstone

Highcliffe Hays Travel, Lymington Road

L of a Car, Ringwood Road, Poole

TSB, Christchurch Road, Boscombe

Ambassadeur Art, Westover Road, Bournemouth

The Jewel Box, Wimborne Road, Winton

Currys/PC World, Broadstone Way, Poole