Published: 1/9/2025, 10:43 am, ET — Updated: 1/24/2025, 11:00 pm ET
As historic wildfires continue ravaging the Los Angeles area, the toy industry is mounting efforts to help displaced children and families.
Within 48 hours, The Toy Foundation told The Toy Book that its logistics partner, World Vision, was already en route to LA with essential supplies and pallets of toys and games.
Two truckloads departed Fife, Washington, and Dallas, Texas, on Jan. 8 en route to the Los Angeles Dream Center. The initial shipments included water, face masks, food, air beds, hygiene kits, bedding/sheets, coolers, and toys (plush, games, and products for all ages).
At that time, more than 180,000 residents had fled their homes under evacuation orders, and the shelters needed help.
Here are updated details…
Immediate Ways to Help:
- Donate toys and games to The Toy Bank: Click here.
- Make a cash donation to The Toy Foundation’s Emergency Relief Play Grants program: Click here.
MALAN Fire & Wind Storm Resources:
- Mutual Aid LA Network (MALAN) has compiled a fantastic list of resources in this spreadsheet. At press time, more than 200 organizations are listed alongside services and needs sorted by city, town, or region.
Other Ways to Help:
- Make a cash donation to the Los Angeles Fire Department Foundation’s Wildfire Emergency Fund.
- Make a cash donation to American Red Cross Disaster Relief.
- Make a cash donation to The Salvation Army — Southern California Division.
- Support World Central Kitchen in their efforts to supply fresh meals to displaced families.
- Support the YMCA of Metropolitan Los Angeles in its Community Response & Action efforts.
- Support rebuilding The Gray Dragon, an independent specialty retailer that opened in November 2023 and was lost in the Palisades fire. A GoFundMe is running here.
- Support rebuilding Loomey’s Toy Boutique, an independent specialty retailer that opened in March 2022 and was lost in the Palisades fire. A GoFundMe is running here.
Please note that while physical product donations are generous, in some cases, the logistics and quantities can be overwhelming for relief organizations. In these cases, a cash donation is the best option to support the relief efforts.
The Industry In Action:
- Funko is raising funds for disaster relief through the sale of its “I Love LA — Stronger Together” T-shirt. Every sale supports Americares, a health-focused relief and development organization that works around the clock to provide critical relief to those affected by the fires. Funko’s payment partner, Adyen, is also contributing to the cause.
- Hollywood Toys & Costumes is donating toys and costumes to kids in the community
- Jazwares Cares is supporting relief efforts with nonprofit partners, including Baby2Baby, the Good+Foundation, the First Responders Children’s Foundation, the Los Angeles Unified School District, and more, to donate products to families impacted by the fires.
- Lethal Chicken Games is donating thousands of dollars worth of games, clothes, and other essentials to help those who have lost everything. The company is leveraging its upcoming Kickstarter effort (launching 1/21) to raise funds and support independent retailers.
- Mattel is supporting the American Red Cross by selling a #MattelLovesLA T-shirt collection featuring He-Man and the Masters of the Universe, Barbie, American Girl, and more through Mattel Creations.
- Mattel Children’s Foundation is supporting relief efforts led by nonprofit partners, including the American Red Cross Los Angeles Region, The Salvation Army, the Los Angeles Fire Department Foundation, Good+Foundation, and Baby2Baby.
- MGA Cares is mobilizing to help those in the area.
- Moose Toys is partnering with the California Community Foundation and The Toy Foundation to provide immediate assistance and plans to work with the Happy Kids Foundation, Save the Children, Healthy Humor, The Painted Turtle, SeriousFun Children’s Network, and The Friendship Foundation in the weeks ahead.
- Spin Master is providing its LA-based employees with emergency resources while also donating funds and toys to its charitable partners, including Baby2Baby, The Toy Foundation, Boys & Girls Clubs of America, and the American Red Cross.
- TOKYOPOP contributed $10,000 to the Book Industry Charitable Foundation’s (Binc) matching gift pool to benefit those in the book and comics industry affected by the ongoing L.A. wildfires.
- ToyFest is partnering with The Pandemic of Love and Global Empowerment Mission to support relief efforts. Details here.
- The Walt Disney Co. is committing $15 million for initial and immediate response and rebuilding efforts.
- Warner Bros. Discovery pledged $15 million for response and rebuilding efforts.
The Toy Book will continue monitoring the situation in Los Angeles and will update this post with additional information and ways to help as we have it.
