Nickelodeon taps kids across Asia for charity drive

This year's campaign, built around the action word 'Give', kicked off in mid-October and will run until year-end in Singapore, Malaysia and Hong Kong. It features two off-air activities. The first is a competition for kids to grab as many toys as they can in two minutes at a local shopping mall. The second activity involves a toy donation drive, on the same day as the toy run, where kids and their families will be encouraged to donate gently-used or new toys to charity in the run up to Christmas.

"Our philosophy has always been 'kids first'," said Richard Cunningham, managing director of Nickelodeon Asia-Pacific. "Empowering kids through The Big Help is one way we honour that commitment."