The Genius of Play™ is launching its “Play in Bloom” giveaway this spring, featuring playthings that introduce kids to new hobbies and help families find joy through creative, screen-free play as the new season comes into full bloom.

There is immense 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 Toy of the Year® (TOTY®) Awards and throughout Toy Fair®, both held in New York City, $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.

At the close of Toy Fair®, all exhibitors are encouraged to donate products — including toys, games, furniture, and more — to The Toy Foundation™ (TTF), the official charity of the show and philanthropic arm of The Toy Association™. As a turnkey opportunity for exhibitors to support children and families when they need it most, and to simplify moveout, TTF will collect donations of all sizes and products when the show ends on March 4.

Through product and cash donations, The Toy Foundation™ (TTF) can efficiently deliver toys from companies’ warehouses to children around the world. That’s why the 25th annual Toy of the Year® (TOTY®) Awards, taking place February 28 in New York City, followed by Toy Fair®, are critical opportunities for the industry to come together to sustain and expand TTF’s work.

Multiple wildfires have devastated the greater Los Angeles area, forcing more than 100,000 families to evacuate and destroying thousands of homes and communities.

In 2024, the toy industry’s passion to support children in need shined as companies of all sizes united behind The Toy Foundation’s (TTF) Toy Bank program. In total, more than $35 million of product was collected to impact nearly 3 million children, a 468% increase in children supported compared to 2023.

The Toy Foundation™ (TTF) is delivering the power of play to create holiday magic to thousands of children and families in need. These toy distributions have been made possible by the year-round product donations and financial support of toy companies, for which TTF is immensely grateful.

Toy News Tuesday editors sat down with Yana Ernazarova, chief marketing officer at Edushape, about how she got her start in the industry, how she prioritizes play both personally and professionally, and her role as a Play Ambassador for The Toy Association’s Genius of Play program.

As the holiday giving season is in full swing, there is still an opportunity for companies across the toy industry to support children in need by donating to The Toy Foundation’s Holiday Toy Drive.