The Toy Trust is calling on the industry to help it decide which charity should benefit from its fundraising in 2014.
The Trust has given single donations of £80,000 and £135,000 over the past two years to a brace of unique charities.
Last year, over 100 industry execs took on the 24-hour Three Peaks Challenge in aid of Medic Malawi. The funds raised allowed an orphanage and children's medical unit to be built and house 60 young orphans.
This year, 150 toy industry professionals will tackle a 75-mile cycle around the Isle of Wight, with the aim of raising over £100,000 for Special Bikes for Special Kids. The money will help to purchase 80 new specially adapted bikes for disabled young people.
The committee is already starting to plan the big event for 2014 and is again hoping to raise £100,000 for the chosen charity.
