Play Matters for Millions: Growing Support for the Toy Industry Foundation and Its Mission to Serve Children in Need

September 4, 2012 | Play Matters for Millions is a new fundraising initiative that will help the Toy Industry Foundation (TIF) grow its reach, expand its partnerships and broaden its efforts to bring fun and normalcy into the lives of children in need.


Matters for Millions

Play Matters for Millions symbolizes the strength of the toy industry’s commitment to deserving kids. 

The ‘icon’ for this initiative is a tree that will sprout additional leaves and flourish as TIF moves towards its financial goal.

The only philanthropic organization to span the entire toy industry, TIF has dedicated itself to constantly evolving and introducing new ways to support kids who are facing some very grown-up problems: poverty, hunger or homelessness … living in the wake of a natural disaster … entering foster care … saying goodbye as their parents defend our country … and more.

Core programs such as TIF’s Toy Bank with its network of 1,000+ children’s charities and partnerships such as the Play Comforts program with the Boys and Girls Clubs of America Military Services have helped the Foundation bring the power of play to more than nine million children in the past ten years.  A brand new national “play partner” and additional grant making opportunities are slated to launch in 2013. 

“We still have a lot of good work to do,” said Patrick Feely, chairman of the Toy Industry Foundation, “but we can only grow with the financial help of companies and individuals who share in our dedication to bring millions of smiles to millions of faces.”
TIF has set an ambitious fundraising goal to surpass $1 million in cash donations by the end of 2013. Already in 2012, more than $435,000 has been raised; the majority of these funds were received through the sale of advertisements in the annual tribute book for the Toy of the Year (TOTY) Awards.

“Our goal is to reach the half-million dollar milestone by year-end and secure at least an additional half million dollars in 2013,” said Jean Butler, executive director of the Foundation.  “We rely on the generosity and partnership of toy companies, individuals and families to address the obstacles that stand in the way of a child’s access to play.  Every dollar counts!”

Please support Play Matters for Millions:

  • Individuals can make a personal donation of any amount to the Foundation; annual gifts of $250 or more are recognized with membership to TIF’s prestigious Leaders Circle. (Employer gift-matching programs can double the amount of the contribution.)

  • Families and communities can get involved in fundraising while also teaching the value of philanthropy to young children by “Making a Stand for Kids” – a lemonade, apple cider, or hot chocolate stand – and donating the proceeds to TIF.

  • Companies can make a corporate contribution to the Foundation and be recognized for their role in supporting the power of play!

For more information about TIF or the Play Matters for Millions campaign, visit or contact Foundation manager Marisa Medina (646.454.5581).