When I was in the Marine Corps I was involved in "Toys for Tots", same thing. Normally, we distributed the toys to charity groups and let them distribute them to families that they KNEW were in need.
One year, however, our commanding officer got the bright idea to just hand the toys out at one central location, first come first served. Women pulling up in BMWs & Benzes, dressed to the nine's, and then screaming at us because we didn't have any bicycles left.