The Toy Foundation™ Unveils New Branding for Key Programs Benefiting Children in Need

The Toy Foundation™ (TTF), a pivotal organization in the toy industry dedicated to assisting children in need, has proudly announced a significant rebranding of its two central programs. Previously known as the Toy Bank and Play Grants, these initiatives are now respectively renamed the Toy Chest and Play Fund. This transformation includes fresh program names, updated logos, and improved messaging that align with the toy industry's collective commitment to providing the invaluable benefits of play to children in the most challenging circumstances.

Introducing Toy Chest: Delivering Toys in Times of Need

The Toy Chest serves as the toy industry’s hallmark donation initiative. It stands apart as the sole program in the toy sector that invites companies of varied sizes to contribute an assortment of toys, games, books, and other play-related items. TTF takes charge of distributing these donations through a well-established network of trusted non-profit organizations across the United States and internationally. By uniting the efforts of the industry, the Toy Chest is capable of delivering the joy and numerous advantages of play to children, a scale of outreach unparalleled by any other organization.

Introducing Play Fund: Healing Through Play

The Play Fund, on the other hand, extends valuable grants that aim to incorporate the therapeutic aspects of play into children’s hospitals and regions hit by disasters. It is the leading program within the industry that can act swiftly to address urgent needs, whether by establishing play environments in medical facilities or providing comfort to children displaced by humanitarian crises or natural disasters.

Pam Mastrota, executive director of The Toy Foundation, emphasized the importance of this rebranding: “This is more than just a name change; it signifies a renewed dedication to enhancing the joy and purpose of philanthropy within the toy industry. Toy Chest and Play Fund truly encapsulate our mission—bringing the extraordinary power of play to children when and where it is most needed.”

The Impact So Far
The Toy Foundation has already impacted over 35 million children globally through its initiatives, and the organization anticipates even greater momentum in 2025. By developing customized corporate social responsibility partnerships, facilitating in-kind donations, and creating employee engagement opportunities, TTF converts corporate philanthropy into meaningful changes for children's lives.

To learn more about the rebranding and explore TTF's vital work, visit ToyFoundation.org. The transition was executed in partnership with the marketing agency Cook'N'Judd, who contributed valuable strategic and creative insights to enhance the visual and emotional resonance of the programs, aligning them more closely with TTF’s overarching mission.

Stay updated with The Toy Foundation's efforts by following them on LinkedIn, Instagram, and Facebook. Discover how the toy industry continues to create a positive impact on children's lives.

Conclusion

In conclusion, The Toy Foundation's strategic rebranding of its programs emphasizes a brighter future for children facing adversity. By consistently innovating and improving its outreach strategies, TTF remains dedicated to ensuring that every child has the opportunity to experience the therapeutic and joyful benefits of play, reinforcing the profound importance of play in the lives of all children.

About The Toy Foundation™

The Toy Foundation (TTF) is recognized as a 501(c)(3) children's charity and functions as the philanthropic wing of The Toy Association. Acting as a collaborative force for the toy industry's charitable efforts, TTF strives to foster a world where every child can enjoy the myriad benefits of play. Thanks to the unwavering support of the toy industry, TTF has already enriched the lives of 35 million children around the globe.