The British Toy and Hobby Association (BTHA) has announced a new charity partnership for Toy Fair 2025 with Kids in Mind.
Kids in Mind is dedicated to providing a safe and nurturing environment for children and young people who have escaped serious domestic abuse and have re-located, usually with their mother, to a women’s refuge in the UK.
The charity’s mission is to transform lives through a range of therapeutic and wellbeing sessions, including mental health support, play therapy, music therapy, and art therapy. By fostering resilience and emotional regulation, Kids in Mind helps these children rediscover their right to a peaceful and happy childhood.
The famous Toy Fair ‘Trolley Dash’ commences as the final day of the show comes to a close. It gives Toy Fair exhibitors the opportunity to donate as much product as they wish from their stand and contribute to making a vital difference at a very difficult and frightening point in a child’s life. Last year’s event resulted in over 5,600 toys and games donated to disadvantaged children.
The Trolley Dash is a heartwarming end to a busy three days of Toy Fair with charity volunteers racing through the aisles, collecting generous donations of toys and games from exhibiting companies.
Toy Fair director, Majen Immink, said: “We are very pleased to partner with Kids in Mind for 2025 and to be able to offer our exhibitors an opportunity to donate toys and games that will be used alongside play therapy to support children in desperate situations who are displaced from their homes, offering them a chance to play, heal, and experience joy at an extremely traumatic time.”
In January, all donations collected at Toy Fair 2025 will go directly to children in refuges being supported by Kids in Mind, enabling the charity to expand and support its vital play therapy service using these toys to help young survivors to express themselves and ultimately find joy, comfort and distraction at a very stressful time in their young lives. Through this partnership, Kids in Mind will be able to help even more children, empowering them to find healing through play and connection.
Julian Margolin, CEO of Kids in Mind, said: “We are extremely grateful for the opportunity to work with the BTHA and the toy industry as a whole. Using play in therapy helps children to express themselves in their own way; especially if they are struggling with the trauma of abuse. It helps them understand how they are feeling and provides coping strategies. Play therapy can be a particularly helpful approach for children in need of therapeutic support so every toy that is donated brings us one step closer to making a significant impact in their lives. For children arriving at refuges with little to nothing, these donations can be transformative. By giving a toy, exhibitors are not just donating an item but offering moments of happiness, connection, and healing for children facing incredible challenges.”
Kids in Mind will be exhibiting at Toy Fair on stand UL202 on the Grand Gallery and looks forward to meeting with the industry and discussing the work that they do.
For further information, visit www.kidsinmind.uk
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