Sorry MP - only just spotted this thread.
Well, we live in a small village and our service is attended by an average of ten children, although we have has as many as twenty, and now the Reception class from the village scholl are to join us for the major festivals, We even have people coming five miles to join us!
We are a group run by mums, and we are jointly aided by the Anglican and Baptist churches. So we are non-denominational. Most families that come don't attend either of our churches reguarly; they are either RCs or just don't go.
We don't have toys, instead we have crafts that are themed to the story of the day. For example, the children decorated fish and we put their names on, and the children played a fishing game. Then that night, they prayed for the person who had made the fish that they had 'caught'. (The calling of the fishermen) Or for The Good Samaritan, the children made little baskets out of envelopes, decorated them, and filled them with a range of Fairtrade samples. They then took it home to give to a neighbour.
We use bottle shakers for our music too!
Publicity is important. It does help that the Baptist church run a (non-religious) toddler group, so we get publicity there. Also the local papers have both featured us, and we are in all the local listings.
Our services do take a lot of effort. I write handouts for the parents to take home, with ideas to use with the children, some thoughts on the story from an adult perspective and ideas for reflection and prayer. My friend who does the crafts spends hours preparing all the bits and ordering materials. Another friend does the same with the music. A group of older ladies bake cakes and biscuits. We have a super-efficient secretary who produces wonderful minutes of all our meetings and sorts out our listings.
Sorry - dd2 is awake - I will post more as soon as I can - she has an ear infection