Helping Santa to deliver the goods…

Client: Capital FM

Event: St David’s Toy Appeal

Venue: St David’s Shopping Centre

Now, here is an event which tugged at our heart-strings.

We were so pleased to pair up with St David’s Shopping Centre, Cardiff, in an effort to ultimately bring neglected children as much joy as possible at Christmastime. The aim of the Toy Appeal is to We were asked to design an eye-catching centrepiece to be the physical focus of the Toy Appeal 2019. The centrepiece would act as the principal donation point, right at the heart of St David’s shopping centre.

Genero’s Creative and Design Executive, Francesca Fish, brought the centrepiece to life with an attention-grabbing appearance. Fran’s design process came alive through several stages, as pictured below. We always ensure our designs meet our client’s specifications completely.

Stage 1:


Stage 2:


Stage 3:


Stage 4 (final piece):


Our team of talented set builders built the centrepiece, ensuring it stood proud and tall. Weighing in at three metres high and two metres wide, it was impossible to miss the festive creation standing pride of place in the centre of St David’s.


When the centrepiece of the campaign was revealed, it was a pleasure to see emotions fly high at how brilliant it looked. Twenty charities teamed together to help bring the Christmas cheer to these well-deserving children. Collections were made over the course of twenty-three days, with the results revealed on Christmas eve. An outstanding 13.5 thousand presents were collected, 3.5 thousand more than last year.

It was an absolute pleasure to contribute to this campaign, Genero is always open to getting involved with a worthy-cause. We are excited to announce that we are collaborating again in 2019 to bring another centrepiece to the campaign, hopefully we can break last year’s record!