Pamela Mastrota | Source: The Toy Foundation/The Toy Book

The Toy Foundation (TTF) has a new leader to guide the organization in its mission “to provide philanthropic support and the vital commodity of play” to kids and families “under stress and in dire situations” around the world.

The Toy Association and TTF’s board of trustees tapped Pamela Mastrota to serve as executive director for the 501(c)3 charity. Mastrota joins the foundation from Make-A-Wish Metro NY & Western NY where she served as CEO. During her time at Make-A-Wish, Mastrota reduced the wait time from two years to seven months for kids’ wishes to be granted.

“The past year of extraordinary progress, innovation, and impactful grantmaking through the trustees and staff of The Toy Foundation continues with the appointment of an exceptionally talented and accomplished executive leader in Pam Mastrota,” says Steve Pasierb, president and CEO of The Toy Association. “Pam brings expertise as a COO and CEO in both the major nonprofit and private sectors together with skills in fundraising and program growth management that are certain to benefit the children the foundation serves, and call deserved attention to the deep philanthropic commitments across the toy and play community.”

Related: What’s Next for the Toy Foundation

In her new role, Mastrota will lead TTF as it works to expand its national pediatric hospital grant program and launches an industry-wide diversity & inclusion (D&I) initiative. Additionally, the efforts of The Toy Bank will continue and grow as Mastrota develops communications and fundraising strategies.

“I look forward to embarking on this incredible opportunity to lead, develop, and empower The Toy Foundation team in its work on behalf of the entire toy industry to make the biggest impact among children and families who need it the most,” Mastrota says.

Full details on TTF efforts and ways to get involved can be found at


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.