As the holiday season approaches, the demand for assistance from Amarillo’s Toys for Tots program is on the rise, driven by a combination of inflation and increased financial strain for many local families. With prices soaring on everyday essentials, many parents are finding it more difficult than ever to make ends meet, let alone afford gifts for their children. In response, the local chapter of Toys for Tots is working tirelessly to meet the growing need in the community, but the shelves are emptying quickly.
“We have amazing people in Amarillo that just love to give and love to give to the children. So we’ve been really blessed so far, but these shelves will empty out really fast, and we will take emergencies up until Christmas,” said Dawnette Lusk, Toys for Tots coordinator for Amarillo. “Right now, we’re serving about 350 children, but that number will definitely climb after Thanksgiving.”
Toys for Tots is a nationwide charity program run by the U.S. Marine Corps Reserve, providing toys to children in need during the holiday season. In Amarillo, the program serves children from infancy through their teenage years, ensuring that every child receives several gifts, including toys and stocking stuffers. The program also helps expecting mothers with essential items for newborns, such as diapers, baby clothes, and other necessities.
However, with rising costs for everything from food to fuel, the financial pressure on many households in Amarillo has intensified. “It’s hard if you’re even having a hard time paying your bills. It’s hard to buy toys,” said Lusk. “This program helps families have a little bit of relief during Christmas time, ensuring that all their kids get toys, which brings so much joy to families who might otherwise go without.”
Despite the generosity of local donors, the need continues to grow. The Toys for Tots team is already seeing an uptick in the number of families seeking assistance, and they expect this number to rise after Thanksgiving. To meet this growing demand, the organization is calling on the community to contribute, especially in the areas where they are currently running low: developmental toys for infants, baby dolls, sports gear, and items suitable for teenagers.
“We just want to make sure that every child gets that experience to be a child,” Lusk said. “It gives them hope no matter what’s going on at home or in their world when they get that toy. It’s something that shows them that people care, and it lets them feel like a kid, even in tough circumstances.”
Toys for Tots works to provide at least three gifts for each child, which includes a combination of toys and stocking stuffers, ensuring that no child is left without. The program covers a broad range of age groups, from infants to teenagers, but the teenage room—filled with gifts for older kids—has been a particularly high demand this year. Items such as headphones, clothing, board games, and sports equipment are in short supply.
The charity’s immediate goal is to replenish shelves and prepare for a busy season of distribution. Families in need can apply for assistance directly through the program, and emergency applications will continue to be accepted through Christmas Eve, ensuring that no child goes without a gift.
To donate or learn more about how you can help, Amarillo residents can visit the Toys for Tots website. Contributions can be made in the form of toys, monetary donations, or even volunteer hours. Every little bit helps, Lusk emphasized, as the community works together to spread some holiday cheer to local children.
For Lusk and her team, the mission is simple but powerful: to give children the chance to experience the joy of Christmas, no matter their circumstances. “It just really makes a difference in the lives of these kids and these families. It’s not just about a toy—it’s about providing hope and showing that they’re not alone.”
