#USA #Los Angeles #TOMS #La La Land #Family Casting

A New Era of Joy with TOMS and La La Land Kind Café

Iconic footwear brand TOMS is excited to announce a vibrant collaboration with La La Land Kind Café, launching as part of its renowned Moments of Joy campaign. Beginning May 8, 2025, this partnership unfolds at two La La Land Kind Café locations in Los Angeles—the Santa Monica and The Grove spots—bringing customers a unique café takeover featuring not only delightful beverages but also an opportunity for families across the U.S. and Canada to shine in TOMS' upcoming marketing campaign.

This café takeover is poised to inject even more joy into the community. The highlight includes an exclusive beverage dubbed "Cup of Joy," which consists of a refreshing iced vanilla latte or matcha, topped with signature blue spirulina foam—a true visual delight. The café's ambiance will be adorned with charming TOMS-branded décor, creating numerous photo opportunities. Furthermore, the first one hundred customers visiting each location on May 8 will receive a free pair of stylish TOMS sunglasses with their Cup of Joy purchase, setting the tone for a joyful start.

TOMS has established itself as a brand that embodies the cool, laid-back essence of Los Angeles, combining stylish versatility and unparalleled comfort. Since its inception, the company has made significant strides in community empowerment and giving back, ensuring that children's education, health, and wellbeing are prioritized. The collaboration with La La Land Kind Café resonates with these values and reinforces TOMS' commitment to making a lasting impact. Notably, TOMS will donate a portion of its proceeds to the La La Land Foundation, which supports foster youth in the community.

Francois Reihani, the visionary CEO and founder of La La Land Kind Café, emphasizes this partnership's meaningful impact, stating, "At La La Kind Café, our mission has always been to spread kindness and uplift youth aging out of foster care. Partnering with TOMS—another brand deeply rooted in purpose—amplifies that mission in such a meaningful way. Together, we're not just raising awareness; we're creating real opportunities and lasting change."

In conjunction with the café takeover, TOMS is thrilled to unveil its first-ever Family Casting Call, open from May 8 to May 30. The brand believes that every family has a unique story worth sharing, filled with joy and purpose, and is looking for real families who embody these ideals to feature in its next marketing campaign. Families can join the casting call in two ways:
1. Online Submission: Families can submit up to three photos along with responses to short questions about their values at TOMS.com/casting from May 8 to May 30.
2. In-Person Participation: For Los Angeles residents, TOMS invites families to visit La La Land Kind Café locations on May 17 and 18 for free professional family photos, which also includes a complimentary Cup of Joy latte.

Highlights of the Family Casting Call:

• - 100 families will be selected for a public voting round.
• - The top 10 families will progress to a final round.
• - One grand prize winner will receive a professional LA-based photo shoot, a feature in TOMS' marketing campaign, and a $1,000 TOMS gift card. Additionally, two runners-up will be awarded TOMS gift cards.

Location details for the café takeover include:

• - La La Land Kind Café The Grove: 189 The Grove Drive, Los Angeles
• - La La Land Kind Café Santa Monica: 1426 Montana Ave, Santa Monica

Amber Tarshis, Chief Brand and Impact Officer at TOMS, elaborates on the event's intent, stating, "Everything we're doing, from the café takeover to the casting call, is about bringing joy to real people in real moments. Whether it's through a joyful latte or meaningful family story, we want to celebrate the everyday ways our brand shows up in people's lives. And we couldn't think of a better partner to help us do this than La La Land Kind Café."

TOMS is excited to strengthen its connection with the LA community through this collaboration, highlighting its latest collection, available for purchase now at TOMS.com. This partnership not only emphasizes the joy of community but also aligns with TOMS' mission of fostering positive change through genuine connections and shared experiences.

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About TOMS Shoes, LLC

Founded in 2006 in Venice Beach, TOMS embodies a laid-back spirit, offering stylish and comfortable footwear while making a positive impact on the lives of children. Your purchase supports essential services for youth, contributing to a brighter tomorrow for millions.

About La La Land Kind Café

La La Land Kind Café, established by Francois Reihani, aims to promote kindness through its mission-driven hospitality. More than just a coffee shop, it empowers foster youth through mentoring and job training. Explore their initiatives further at lalalandkindcafe.com.

About La La Foundation

The philanthropic arm of the La La Land Kind Café, the La La Foundation, is dedicated to supporting foster youth, providing them with the tools and opportunities needed to transition to independent living successfully. Learn more at La La Land Foundation.