The Toy Foundation is calling on the global play community to help the thousands of children and families impacted by the large-scale humanitarian crisis currently unfolding in the Ukraine.

In response to the crisis, The Toy Foundation has partnered with toy industry veteran Alan Hassenfeld and the Hassenfeld Family Foundation to spearhead an industry-wide relief effort. Alan Hassenfeld has pledged to donate $1m and is challenging others throughout the play industry to join him in making an impactful contribution: “Everything we do as an industry is about children. It’s our responsibility to do everything in our power to try and bring a smile to the faces of these children as they endure this incredible darkness. As we watch these events unfold, how can any of us not want to help in every possible way?”

In the coming days and weeks ahead, The Toy Foundation will work with national and international partners, vetted by TTF and its campaign committee leadership, to provide essential aid and resources to the thousands of displaced families impacted by the current crisis.

Pamela Mastrota, executive director of TTF, commented: “The Toy Foundation exists to offer aid and support to children in need everywhere, but especially those who have been impacted by such life-altering and traumatizing events such as this. We are calling on our industry partners to open their hearts and lend their support in any way they can.”

TTF is currently seeking both monetary and product donations. Donations can be made here or by reaching out directly to TTF’s Executive Director Pamela Mastrota or its Director of Development John Fistolera.

To learn more about The Toy Foundation’s work, visit Toyfoundation.org.