There is a huge positive impact when the toy industry unites behind The Toy Foundation to deliver the power of play to children when they need it most. Last week, during the 25th anniversary of Toy of the Year (TOTY) Awards and throughout New York Toy Fair, $1.3 million in toy donations and financial contributions were generously donated by the toy community in support of children in need around the world.
Play is more than fun and games; it provides comfort, joy, and hope, and it is critical for all children to have access to play. As the philanthropic arm of The Toy Association, The Toy Foundation is the only industry-wide initiative uniting the generosity of companies of all sizes to benefit children. To date, The Toy Foundation has delivered play to 35 million children in under-resourced communities, affected by disasters, and undergoing medical treatment, bringing them immeasurable comfort during difficult times.
“during the 25th anniversary of Toy of the Year (TOTY) Awards and throughout New York Toy Fair, $1.3 million in toy donations and financial contributions were generously donated by the toy community in support of children”
The TOTY Awards are a key industry fundraiser, with all proceeds from the event and awards programme supporting The Toy Foundation’s work.
The Awards also served as the kick-off to the Toy Fair, where nearly 850 exhibitors showcased the hottest new toys for 2025 to buyers and trade guests. Hundreds of the companies donated toys and furniture from their booths to The Toy Foundation, all of which will directly impact 35,000 children and families. The items collected are being distributed through TTF’s partner, World Vision, to qualified non-profit organisations, schools, and children’s hospitals nationwide.
Pamela Mastrota, executive director of The Toy Foundation, said: “We are proud to work on behalf of the entire toy industry to bring the benefits of play to children around the world. Thank you to all who joined us at the TOTY Awards and donated brand-new toys at the close of Toy Fair. The impact we are able to create together through your support is extraordinary.”
The Toy Foundation works with the toy industry year-round to place toys in children’s hands, fund play programmes at children’s hospitals and respond quickly in emergency situations.
