Source: Just Play

Just Play is harnessing the power of the WaterBabies brand in an effort to do some good around the world.

The company partnered with charity: water — a non-profit organization that provides clean and safe drinking water to developing countries — for an initiative that seeks to fund 250 water well projects in developing countries. The initiative began this summer with a portion of proceeds from the sale of each WaterBabies doll benefiting charity: water efforts.

“Just Play and WaterBabies are committed to helping build a world where everyone has access to clean water,” says Geoffrey Greenberg, co-president, Just Play. “To date, we’ve donated $50,000, and look forward to continuing to support this important initiative.”

Source: Just Play

“We are grateful to partner with WaterBabies and bring awareness of the water crisis to parents and their children through a beloved toy,” says charity: water Founder and CEO Scott Harrison. “Just Play and WaterBabies will have the potential to significantly impact tens of thousands of lives through their commitment and generosity.”

Related: Just Play to Create Toys for First African Kid Superhero Series ‘Super Sema’

“With WaterBabies celebrating their 30th birthday, we wanted to find the right partner to create positive change, as well as engage parent and child,” says WaterBabies creator Dan Lauer. “When we learned of Scott’s vision with charity: water, Geoffrey and I both immediately felt awestruck and that they were the perfect partner for creating toys that do good.”

WaterBabies dolls are soft and snuggly water-filled dolls that have been on the market since the early 1990s. Just Play’s refreshed collection includes Bathtime Fun, My First Babies, and Sweet Cuddlers dolls.

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.