"When I was a Kid" are very proud to announce that we have teamed up with Cash for Kids this year to help make sure that some of the most disadvantaged children in the UK will have something to smile about on Christmas morning 2010.

'Cash for Kids' is the umbrella brand for Bauer Radio’s network of independently registered, local charities which operate across 20 local areas within the UK. Each local ‘Cash for Kids’ brand is established to channel the caring of the local community into the welfare of their own youngsters by delivering initiatives for sick and underprivileged children in those communities, to benefit local children and give the neediest a better and brighter future.

On Thursday this week we went along to Manchester to the star studded Cash for Kids launch event attended by the employees of 45 companies who battled their way through the wind and rain to be there to show their support.

We watched the heartbreaking stories of children right on our doorstep here in the UK who have never received a birthday or Christmas present and who have suffered all sorts of horrible things in their young lives.

This year Cash for Kids will receive 30,000 requests for toys on behalf of children who can only dream about receiving a present on Christmas Day... and they hope that they might be able to fulfil 10,000 of them. That means 20,000 of those children who are out there right now wishing with all their hearts that they'll receive something on Christmas Day will most likely be disappointed.

If you would like to help put a smile on a child's face this Christmas visit the Cash for Kids page on our website for a way to make your money go as far as possible.

When you spend £10 or more with us, we will pay 20% of the bill so that you can give a child a little bit more...

For example, if you were to buy a Classic Tin Humming Top which would normally cost £11,50, you will only pay £9.20 which would leave you with an additional £2,30 to buy a Whoopee Cushion and a Wooden Yoyo too and you will still have spent 5p less than you originally planned to!

While we are preparing the perfect Christmas Day for our own families, let's spare a thought for these little ones and do all we can do make sure as many of them as possible have something to smile about this Christmas.