OPERATION Santa has been launched in Halesowen and should result in trolley loads of presents and food being delivered to hard up children at Christmas.

Staff at ASDA Halesowen are hoping shoppers will be filling their trolleys with selection boxes, toys, books, gifts and wrapping paper in the run up to the festive season.

Items donated by shoppers will be distributed through voluntary groups to thousands of under-privileged children living in Dudley borough.

Sam Warby, ASDA Halesowen's community colleague, is hoping for a repeat of last year's success.

She said: “Last year we collected eight trolley loads of gifts, worth about £900, for the Operation Santa Appeal and the Black Country Foodbank and I’m confident we can top that this year.”

The annual Operation Santa Toy Appeal is run by Dudley Council for Voluntary Service (CVS) and has been bringing a smile to children’s faces across the borough for over 20 years.

The 2013 appeal saw a record-breaking 5,430 local children receive a gift generously donated by the good people of Dudley.

Brendan McKeown, from Dudley CVS, said: "With the help of shoppers at ASDA in Halesowen, together with businesses, council workers, voluntary groups, charities and individuals, we are hoping 2014 be another record-breaking year.

"Donations of new or unused toys, games, books, stationery, gift wrapping paper, clothes are welcome for children new born to 16 years old."

He added: "There are thought to be 15,000 children in Dudley borough living in households where income is classed as being below the poverty level."

The Black Country Foodbank, which will distribute the food donated at ASDA, helps vulnerable individuals and families in crisis through the provision of three days emergency food supplies.

To donate to the appeal call Dudley CVS on 01384 573381.