As the spread and fallout of the COVID-19 pandemic continues, the members of the toy and entertainment industries continue stepping up to do some good.

In the UK, a grassroots movement called ToyAid seeks to raise funds to aid in the recovery of communities that have been hard-hit by the impact of the pandemic.

Founded by Wow! Stuff’s Richard North and Joel Silverman of KidsKnowBest, the inaugural ToyAid campaign is benefiting Global’s Make Some Noise, a registered charity that works with smaller organizations to help those in need. By encouraging families to “Buy Some Toys for Make Some Noise,” the organizers look to raise money through minimum pledges from participating companies and through the sale of “ToyAide-able” toys, video games, entertainment products, and related licensing fees and business services.

“We’ve had amazing pledges from companies across all sectors of the toy and entertainment industry,” Silverman says. “Special recognition to Smyths Toys Superstores, which kicked things off by pledging an incredible £50,000 to this cause!”

Ahead of its formal launch this week, more than 30 companies, including Jazwares, Big Potato Games, Ravensburger, Spin Master, TOMY, Playmobil, and Rubik’s had pledged support for the effort.

“Joel and I have been overwhelmed already with the support of our ‘first responders,'” says North. “When we get through this difficult period — and we absolutely will — we’ll know we stood together, shoulder to shoulder as an industry, and did something together for the benefit of young people and their families. No-one will take any money for the organization or running of ToyAid: every penny we raise goes to the charity.”

Interested parties can get involved and pledge support for the effort at

Source: The Toy Book/ToyAid