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.”
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.”
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.
