Keighley News readers are being asked to dig deep to help needy families this Christmas.

They are being urged to donate toys and games for hundreds of disadvantaged youngsters in the town.

We have again teamed up with the Salvation Army and Airedale Shopping Centre to ask people to give a gift.

Keighley supermarket Sainsbury’s has joined in the annual appeal for the first time.

The Salvation Army last year provided presents for around 300 youngsters, many of whom would not otherwise have received anything on Christmas Day.

Many were presents donated directly by local people and others were bought with money raised by the church during the year. Salvation Army volunteers distributed the gifts to youngsters on Christmas Eve.

The families benefiting had been nominated by social services, family centres and schools.

Chris Bown, from Keighley’s Salvation Army, said last year’s appeal was very successful.

She said: “We usually do really well from people in the town. They are very good and generous.”

Chris said there could be an even greater need for presents this year due to the ongoing recession.

She hoped this would not coincide with people being less able to give gifts.

She said: “We’ve had less donations of money through the year but we’re keeping our fingers crossed there will be enough presents.”

The Salvation Army is seeking donations of new toys and gifts for boys and girls, aged from birth to 16 years.

Items can be taken — unwrapped — to the customer services desk in Sainsbury’s, or given to security guards in the Airedale Centre.