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County Seeks Toys for Local Families in Celebration of El Juguetazo

Chesterfield County’s Multicultural Services Division is seeking the public’s help in making this holiday season a bit brighter for needy families and children celebrating El Juguetazo, a traditional cultural event to be held Saturday, January 11, that commemorates the arrival of the Three Kings or Wise Men (Gaspar, Melchior and Balthazar) to visit the baby Jesus.

Caring citizens may participate by bringing new and unwrapped toys and/or gift cards between now and January 10 to the El Juguetazo drop-off location at 9800 Government Center Parkway, First Floor, Chesterfield. On Saturday, January 11, donations may be dropped off at L.C. Bird High School, 10301 Courthouse Road, between 9 a.m. and 12 p.m.

Juan Santacoloma, the event coordinator and Chesterfield County community engagement coordinator for multicultural services, said that while toys are needed for all ages, the event is in urgent need of toys and/or gift cards for children ages twelve to sixteen. War-related toys will not be accepted.

El Juguetazo is observed in many Latino and Asian communities around the world. In the Richmond region, El Juguetazo will be held on Sat., Jan. 11, from 1 p.m. to 4 p.m., at L.C. Bird High School, 10301 Courthouse Road, Chesterfield. It is primarily for needy families who are not able to meet the requirements of other regional holiday assistance programs. During the event, the Three Kings assist Santa by giving new and unwrapped toys to every child who attends, ages sixteen or younger. In 2019, more than 2,800 children in the Richmond region enjoyed the El Juguetazo event.

This event would not be possible without the support and partnership of many community businesses, friends and organizations, including Latino Tax Business and Service, Anthem Health Keepers, Magellan Health, Aetna, SunTrust and Happy Kidz.

For information, or to make other donation arrangements, contact Juan Santacoloma at 804-796-7085 or or Chris Ruth at 804-768-7498 or

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