Rob Reiner -- I've Got Toys for Goys ... on Skid Row

Rob Reiner's no elf on the shelf -- or even Christian -- but he still whipped up some Christmas magic for hundreds of kids on L.A.'s skid row.

Reiner volunteered at the Para Los Ninos Family Center on Wednesday ... sorting and boxing up thousands of toys for needy children.

The gifts were donated by Jakks Pacific -- makers of Cabbage Patch Kids and Hello Kitty -- and will go to more than 1300 kids.

"You want [Rob] on that [toy] wall. You need [Rob] on that [toy] wall." (Yeah, he directed that.)