The Toy Foundation™ Reveals Strategic Rebrand of Two Programs

NEW YORK, NY | April 22, 2025 — The Toy Foundation™ (TTF), the unifying force for the collective philanthropy of the toy industry to benefit all children in need, is proud to announce a strategic rebrand of its two key programs: The Toy Bank and Play Grants are now renamed Toy Chest and Play Fund, respectively. Featuring new program names, redesigned logos, and refined messaging, the rebrand reflects the toy industry’s shared commitment to deliver the power of play to children in greatest need.

Toy Chest: Delivering Toys in Times of Need

Toy Chest is the toy industry’s signature donation program. It is the only program of its kind across the industry that brings together companies of all sizes to contribute toys, games, books, and other playthings. TTF then distributes these donations to children through a robust network of vetted non-profit partners in the U.S. and around the globe. By harnessing the industry’s collective strength, Toy Chest delivers the joy and extraordinary benefits of play to children in need on a scale unmatched by any other organization.

Play Fund: Bringing the Comfort of Play to Children Who Need It Most

Play Fund distributes impactful grants that bring the healing power of play to children’s hospitals and disaster zones. It is the only industry-wide program that can respond quickly and effectively where the need is greatest, whether it is creating play spaces in children’s hospitals or delivering comfort to children who just had everything taken away from them during a humanitarian crisis or natural disaster.

“This rebrand is more than a name change; it is a renewed commitment to elevating the joy and purpose of the toy industry’s philanthropy,” said Pam Mastrota, executive director of The Toy Foundation. “Toy Chest and Play Fund reflect the essence of what we do – bringing the extraordinary power of play to children when and where they need it most.”

The toy industry, through TTF, has delivered the power of play to 35 million children worldwide to date, with continued momentum expected in 2025. By working with companies through customized corporate social responsibility (CSR) partnerships, in-kind donations, and employee engagement opportunities, TTF transforms corporate generosity into life-changing impact for children worldwide. Contact the team to discuss opportunities to get involved.

To explore the new branding and learn more about TTF’s work, visit ToyFoundation.org. The rebrand was developed in collaboration with marketing agency Cook’N’Judd, whose strategic and creative insights helped sharpen the programs’ visual and emotional appeal while deepening alignment with TTF’s mission.

Follow The Toy Foundation on LinkedIn, Instagram, and Facebook for updates and to learn more about the toy industry's impact.

The Toy Foundation (TTF) is a 501 (c)(3) children's charity and philanthropic arm of The Toy Association. The uniting force for the collective philanthropy of the toy industry for the benefit of all children in need, TTF works with small, medium, and large companies to create a world where every child experiences the comfort, joy, and extraordinary physical, emotional, and educational benefits of play. Thanks to the toy industry’s support, TTF has delivered play to more than 34 million children in need around the world.

Founded in 1916, The Toy Association™, Inc. is the business trade association representing all businesses involved in creating and delivering toys and youth entertainment products for kids of all ages. The Toy Association leads the health and growth of the U.S. toy industry, which has an annual U.S. economic impact of $157.5 billion, and its roughly 900 members drive the annual $42 billion U.S. domestic toy market. The Toy Association serves as the industry's voice on the developmental benefits of play and promotes play's positive impact on childhood development. The organization has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, governments, consumers, and the industry on ongoing programs to ensure safe and fun play.

As a global leader, The Toy Association produces the world-renowned Toy Fair™ in New York City; hosts marketplace activities in Los Angeles; engages in state, federal, and international advocacy on behalf of its members; supports the inventor and design community through People of Play™ and its numerous assets and events, including the consumer-facing Chicago Toy & Game Fair; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America's widely emulated ASTM F963 toy safety standard. The Toy Association's philanthropic arm is The Toy Foundation™, a 501 (c)(3) children's charity that acts as the uniting force for the collective philanthropy of the toy industry. To date, The Toy Foundation has delivered the joy of play to 33 million children in need worldwide.