Rainbow Loom Founder Choon Ng | Source: Choon’s Design LLC

With Toy Fair New York taking the bench for a second year, the team behind Rainbow Loom is unveiling a new initiative that it originally planned to announce at the Javits Center next month.

Rainbow Loom is celebrating 10 years in North America with the launch of “Choon’s Challenge,” a special contest designed to support and celebrate arts initiatives in schools across the country. During the Challenge this summer, 10 schools will be awarded $2,022.00 each in an effort to help fund arts programs.

“We have so much appreciation for the children that have invested countless hours creating and developing jewelry, art, and keepsakes,” says Rainbow Loom founder Choon Ng.  “I have seen so many creative ways that people use our product.  It really touches my heart.”

Rainbow Loom Duo Combo | Source: Choon’s Design LLC

Following its launch, the original rubber band loom from Choon’s Design LLC became a national craze and received a coveted Toy of the Year (TOTY) Award in 2014. In the years since, Rainbow Loom has become a craft aisle staple with multiple line extensions. Additionally, educators in schools across the country use Rainbow Loom as a hands-on classroom activity.

“These last few years have been beyond difficult for students to work together and also play together,” Ng says.  “As schools and students work towards getting back into a routine, we thought we could add some happiness and fun to go along with school spirit.”

Related: EXCLUSIVE: U.S. Toy Industry Grows 13% in 2021

According to Rainbow Loom Vice President of Marketing Jake Minor, Choon’s Challenge will launch in June and conclude in August.

“It will be an eight-week opportunity for students and staff to work together on ideas that exude fun and provide creative experiences,” Minor says. “Each school that enters the contest will be recognized.  Also, we will send certificates of achievement to the school recognizing every student that participates.”

Full details on Choon’s Challenge — including the official rules — will go live on the Rainbow Loom website beginning Feb. 19, the day that Toy Fair New York was originally slated to begin.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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