Luton’s much-loved festive campaign, Luton Smiles, will return for its sixth year in December 2025, continuing to bring Christmas cheer and vital support to families across the town. Launched in 2019 as a small community initiative, it has grown into one of Luton’s most impactful annual collaborations, powered by volunteers and partner organisations who help hundreds of local residents each year.
Built on community spirit, Luton Smiles brings together schools, businesses, charities and volunteers to ease the pressures many families face during the festive season. A key contributor is Luton Point’s Toy Drive, which each year encourages generous toy donations from shoppers and businesses. In 2024, Luton Point also helped boost fundraising by match-funding business donations.
Thanks to this support—and the wider partnership including Luton Foodbank, Chiltern Academy, Aspens Services, KidsOut, local school staff and over 100 volunteers—the campaign delivered more than 2,000 toys last Christmas, provided 1,000 hot festive meals, raised over £4,400 and achieved media reach of more than one million.
This year, Luton Point’s Toy Donation Point returns to Central Square from Thursday 20 November, giving shoppers the opportunity to donate toys and help spread festive joy. With a wide range of retailers on-site, it’s easy to pick up a gift while visiting. The centre will also offer tap-to-donate facilities, a wishing well for cash donations to fund Christmas meals, and festive fundraising activities including Krispy Kreme sales and face-painting on Saturday 13 December.
Now supporting more than 1,000 people annually, Luton Smiles has become a cherished part of the town’s Christmas traditions.
For more information, visit Luton Point’s website.