TLL Staff
The Toy Foundation is marking the International Day of Play with 15 toy companies, distributing more than 290,000 new toys and games valued at $3 million to children in need across the U.S. and around the world.
The Toy Foundation is the philanthropic arm of The Toy Association.
The large-scale donation initiative highlights the vital role of play in child development, education, and emotional well-being. It also reinforces a key message of the International Day of Play; that all children, regardless of circumstance, deserve access to joyful, creative, and educational play.
“Play is essential for all children by fostering learning, creativity, and social connection,” said Pamela Mastrota, executive director of The Toy Foundation. “We are proud to once again celebrate International Day of Play by supporting children who may not otherwise be able to experience the joy of play.”
The donations were coordinated through The Toy Foundation’s Toy Chest program — the toy industry’s only unified giving platform — which mobilizes resources to support children experiencing hospitalization, poverty, displacement, or trauma from natural or humanitarian crises.
The companies contributing to this year’s effort include industry leaders and smaller manufacturers: Build-A-Bear Workshop, Fashion Angels, Hasbro, Just Play, The LEGO Group, Mattel, Melissa & Doug, The Moscahlaidis Foundation, Re-marks, Safari Ltd., Sky Castle Toys, Snap Creative, Spin Master, SPIRIT, and TeeTurtle.
Toys being distributed range from plush and dolls to action figures, educational games, and building sets; a broad assortment intended to meet diverse developmental needs and interests.
Since its launch in 2003, The Toy Chest program has distributed toys to more than 35 million children worldwide. In 2025 alone, the program has collected $9 million worth of toys and reached an estimated 1.5 million children in need.
The Toy Foundation continues to call on the industry and individuals to support its mission by donating toys or making monetary contributions. More information is available at www.ToyFoundation.org.