Today sees the introduction of ToyAid, a new initiative that brings together toy, entertainment and licensing businesses to raise funds for charity.
Co-founded by Joel Silverman and Richard North, with the support of their respective companies Kidsknowbest and Wow! Stuff, ToyAid was inspired by all of the great things that businesses from across the toy and entertainment industry were doing to support others amid the outbreak of coronavirus. Silverman and North wanted to build on fantastic work of companies that had built ventilators and PPE, manufactured sanitisers and donated toys, games, puzzles and money, and so much more, and allow all toy, entertainment and licensing businesses to take action.
During the coronavirus pandemic, many charities have worked tirelessly, on a voluntary basis, to support the disadvantaged children, young people, and families, who have been hit hardest by the coronavirus outbreak. But many of these charities have been severely affected by the economic downturn caused by the outbreak of Covid-19. And without help, this critical support, which these charities are currently providing, is at risk. This could leave many disadvantaged families and children exposed and vulnerable. ToyAid is a movement that in 2020 aims to support these smaller charities, that are now most in need.
The toy and entertainment industry gets so much back by bringing joy to families and in economic benefits from working with and providing products for families. And that’s why ToyAid is supporting Global’s Make Some Noise ¬– the registered charity of the Global media group, which owns Heart, Capital, LBC, Classic FM, Smooth, Radio X and Gold.
Global’s Make Some Noise is a national charity, which funds projects and small charities across the UK with a focus on disadvantaged children, young people and their families. To date, the charity has helped change the lives of more than 73,000 children and young people. Global’s Make Some Noise is currently supporting individuals and families across the UK, hit hardest by Covid-19.
Before the movement launched, ToyAid had the support of more than 30 toy and entertainment companies, which bodes well for its future!
Joel Silverman, ToyAid’s co-founder, said: “We’ve had amazing pledges from companies across all sectors of the toy and entertainment industry. Special recognition to Smyths Toys superstores, who kicked things off by pledging an incredible £50,000 to this cause! Richard North, of Wow! Stuff, my co-founder at ToyAid and I would like to say a massive thank you to everyone who has pledged to ToyAid so far. We’ve had over 30 companies sign up for their support, and we haven’t even officially launched! We’re delighted to be working with Global’s Make Some Noise and Global’s radio stations on this initiative”.
For the month of June, ToyAid will be running a campaign asking customers to “Buy Some Toys for Make Some Noise”. The aim is for the industry to raise as much money as possible to help the individuals and families hit hardest by the pandemic. This will be done through minimum pledges from toy and entertainment companies and money from the sales of ‘Toy Aid-able’ toys, video games, entertainment products, licensing fees and business services.
ToyAid’s co-founder Richard North said: “Joel and I have been overwhelmed already with the support of our ‘First Responders’. When we get through this difficult period, and we absolutely will, we’ll know we stood together, shoulder to shoulder as an industry, and did something together for the benefit of young people and their families. No one will take any money for the organisation or running of ToyAid, every penny we raise goes to the charity”.
On top of the partnership with Global, KidsKnowBest and Norton PR will be delivering an extensive PR, online influencer campaign for all manufacturers and brands, free of charge.
To find out more about ToyAid, and to learn how you can get involved, visit toyaid.org.