Sometimes the toys are for children of incarcerated parents so they have something to give to their children. It doesn't matter if they are rich or poor.
Also, Parents can sign up for gifts for their children at local churches, food banks, etc. Many times these children receive gifts from a few charity sources.
Often, these kids get gifts from their family/friends as well. They are the lucky ones.
Unfortunately, there are still many children who get very little or nothing.
I used to work with somone who would sign up her family everywhere she could to get free stuff at Christmas and all year long. She tried talking me into doing the same and I refused. She was quite entitled.