JAKKS Pacific has partnered with Imua Family Services, a nonprofit organization, to launch Play Imua, a new toy store in response to the wildfires that have devastated communities across Maui, Hawaii.
The collaboration is designed to provide support and a road to recovery for younger victims of the fires.
The merchandise at Play Imua will be free to children and families who have been impacted by the fires. Kids will be able to explore the store and choose an item or toy. Parents can save their income for food, shelter, and other essential items, while children can still be provided with toys, birthday gifts, baby-care products, or a new costume for Halloween.
Imua Family Services has a legacy dating back to 1947, and has offered critical clinical therapies and play-based activities throughout many challenging times, including the polio era and the coronavirus pandemic. Through this partnership with JAKKS Pacific, the organization aims to address childhood trauma, and offer clinical expertise, education and resources, and hope and joy.
“While not all children undergo traumatic stress following a harrowing event, we firmly believe in the potential for recovery,” says Dean Wong, Executive Director at Imua Family Services. “With the proper support and care, many children can adapt and triumph over such experiences. None of this work would be possible without the generosity of businesses like JAKKS Pacific and the Maui Harbor Shops in Maalaea. JAKKS Pacific promptly pledged a 40-foot container of toys within days of learning about the national tragedy.”
Jakks Pacific is also donating 5,000 costumes from its costume division, Disguise. Other donors include athletic apparel manufacturer, Lolë, Next Level Apparel, Attindas Hygiene Partners, TGR Logistics, JAS Contract Logistics, and Hecny Group.
“We are saddened by this tragedy that has devastated the community of Lahaina and hope this provides some help to the people of Maui in this trying time,” says Stephen Berman, Chairman and CEO of JAKKS Pacific. “It’s hard to imagine the loss these people are experiencing, and we are honored to partner with Imua Family Services to stock this amazing store.”
The store will open at Maui Harbor Shops in Maalaea on Sept. 21.
