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A couple of business partners took on the role of Father Christmas this year, buying every item left in a toy shop and handing them out to families in need.
Ryan Powell and business partner Paul Jones, from South Wales, wanted to do something to help struggling families after hearing the announcement that all non-essential shops in Wales must close due to the pandemic.
Spurred into action, Ryan bought every single toy left at D. Emlyn Lloyd and put up on Facebook urging families in need to get in contact to arrange a socially distanced collection.
Sharing the post, Ryan wrote: "I have just done a deal with Gareth Price and purchased all of the toys he had left at his business in Ystrad- D. Emlyn Lloyd - all at cost price.
"Myself and my business partner Paul Jones are giving these away to anyone struggling to get gifts over Christmas.
"Please send a PM if you see something that your child would like and for whatever reason you can't get it."
The post picked up hundreds of shares and messages shortly after being posted.
Speaking to Wales Online, he said: "I am an employer, we employ around 80 people. I know that many people are reliant on their last wage before Christmas to go shopping.
"I know there are people waiting for their Universal Credit and last wage who I thought will be struggling.
"Me and my wife were thinking of what we could do to help when we saw D. Emlyn Lloyds post that they have lots of toys left for sale.
"I got in touch with them and said I will buy them all."
He added: "Trying to read through all the message to sort out who could get what, I was doing it with a lump in my throat and tear in my eyes, knowing the struggle people have been through this year.
"I just wish I had done it sooner. The response I had is nothing like I expected.
"The people that messaged me were waiting for their final pay and benefits. There are single parents who haven't wanted to risk taking their children out shopping.
"I am just sorry I didn't start this earlier."
Ryan has now set up a JustGiving page in the hopes of raising £3,000 to help out even more vulnerable families.
You can donate here.
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