More than $5.7 million in toys were donated to the charitable organisation’s Toy Chest programme, which will benefit 450,000 children in need around the world
The Toy Foundation, the philanthropic arm of The Toy Association, marked the third annual United Nations International Day of Play on 11 June by rallying the toy industry around the 2026 theme, ‘Protect Play, Protect Childhood’.
In a record-breaking effort, generous toy companies donated $5.7 million in toys to the Foundation’s Toy Chest. These playthings will bring joy to more than 450,000 children in need around the world, a 90 per cent increase in children impacted compared to 2025.
“The Toy Foundation and its partners are answering the UN’s call to protect every child’s right to play by facilitating industry-wide philanthropy and consumer engagement,” said Pam Mastrota, executive director of The Toy Foundation. “We are incredibly grateful to every company that is partnering with us this International Day of Play, including our Toy Chest donors, Chuck E. Cheese, and Build-A-Bear Foundation. Thanks to their support, we are one step closer to creating a world where every child has access to play, no matter their circumstances.”
Nearly 20 companies generously donated brand-new games, plush, outdoor toys, ride-on vehicles, and other play products, including: Amazon, Bandai Namco Toys & Collectibles America, Barry & Jason Games and Entertainment, Entertainment Earth, Hasbro, Jazwares, Just Play, Kings Games, The LEGO Group, LKPR, Mattel, Ogosport, Plymobil, The Pokémon Company International, Radio Flyer, Ravensburger North America, Spin Master, TeeTurtle, and Vango.
Additionally, The Toy Foundation is honoring the UN’s global call to action by activating fundraising campaigns with Chuck E. Cheese and Build-A-Bear Foundation throughout the month of June.
