The brainchild of Richard North and Joel Silverman, Toy Aid has raised substantial funds for young victims of the coronavirus pandemic. 

Toy Aid, the charitable initiative set up by Joel Silverman and Richard North, has revealed that it has raised £143,075 as part of Global’s Make Some Noise, the registered charity of Global Media Group.

Toy Aid was created to raise money for charities that support disadvantaged children, young people and their families, who found themselves particularly vulnerable during the recent pandemic. Founders Joel Silverman and Richard North say they’ve seen huge support from colleagues throughout the toy and licensing industry, with companies pledging support via monies from the sale of ‘Toy Aid-able’ toys, video games and entertainment products as well as licensing fees and business services.

“There are so many individual thank yous that myself and Richard wish to make, hopefully in person in the not too distant future!”, commented Joel. “Special thanks must also go to Ian Downes, Tracey Richardson and Norton PR who all stepped up to show their support from the outset, but of course the biggest thank you goes to every single company that has donated money and products to this amazing cause, in no particular order: Smyths Toys Superstore, Sega, Playmobil, Tomy, Spin Master, ViacomCBS, Ravensburger, Golden Bear, Epoch, Rubies, Plum Products, Rubik’s, Interplay, KidKreations, Canal Toys, WickedVision, Topps, Winning Moves, Big Potato Games, Retail Monster, Dr Zigs and Products of Change. Now Toy Aid is complete, I really hope everyone has positive times ahead and the toy industry as a whole is remembered for the support it gave in a time of need for many families. I never in my wildest dreams thought we would reach £10,000, so to raise over £140,000 is just fantastic.”