WHETHER it was a train set, a teddy bear or the latest gadget, most of us fondly recall the childhood excitement of ripping opening our favourite gifts.
But times are tight, and can become even tighter when Christmas comes a-calling.
So with the season of good will well and truly upon us, the Echo is teaming up with our friends at the Regent Arcade to launch a Toy Appeal.
We want to bring smiles to the faces of youngsters who may not be expecting much this Christmas.
We're encouraging shoppers to buy an extra toy when Christmas shopping, and leave it in the big drop-box now installed in Regent Arcade.
The gifts will be wrapped and labelled and distributed by Cheltenham Community Projects (CCP) for children to open on Christmas Day.
The charity, which supports families in need, is making a list of children's ages, gender and the Christmas presents they'd like, so they can 'match make' each gift.
Echo Editor Kevan Blackadder said: "The great thing about our appeal is that this is a charity donation you know will go to the right place.
"By buying an extra toy when you're out shopping – no matter what the price – you know that it will make a real difference to someone's Christmas."
Regent's Arcade manager, John Forward said the drop-box had "already got off to a good start" and was almost a third full with in-house donations.
Heather Sheridan, CCP's community fundraising coordinator, said: "We would definitely encourage everyone to make a contribution, so when they're out shopping buying for their own children, to think of the kids who don't have people buying presents for them, or whose parents, guardians or carers aren't able to."
To make your donation, visit Regent's Arcade and pop a present in the perspex box, which is on the ground floor, before Friday, December 21.