Richard North and Joel Silverman launch ToyAid

Published on: 26th May 2020

Throughout June, the ToyAid initiative will be asking people to ‘Buy Some Toys for Make Some Noise’, the registered charity of the media group Global. 

Richard North and Joel Silverman, with the support of their respective companies Wow! Stuff and Kidsknowbest, have created ToyAid, an initiative which aims to raise funds for charities of particular relevance to the toy industry. The duo say they have drawn inspiration from the recent efforts of individuals and companies to tackle the coronavirus crises, from building ventilators and PPE, manufacturing sanitisers and donating toys, games, puzzles and money.

The pandemic has disproportionately affected smaller charities which don’t benefit from as much funding as others, meaning many of those working with sick, disadvantaged or otherwise vulnerable children have been left exposed. ToyAid aims to support these smaller charities. Part of this support will come in the form of the ‘Buy Some Toys for Make Some Noise’ campaign, the registered charity of Global – the media group that owns Heart, Capital, LBC, Classic FM, Smooth, Radio X and Gold.

The campaign will see ToyAid raise as much money as it can in support of those families and individuals hardest hit by the pandemic, through pledges from toy and entertainment companies, as well as sales of ‘ToyAid-able’ toys, video games, entertainment products, licensing fees and business services.

Joel Silverman, ToyAid’s co-founder, said: “We’ve had amazing pledges from companies across all sectors of the toy-and-entertainment industry. Special recognition must go to Smyths Toys superstores, which kicked things off by pledging an incredible £50,000 to this cause. Richard North, of Wow! Stuff, my co-founder at ToyAid and I would like to say a massive thank you to everyone who has pledged to ToyAid so far. We’ve had over 30 companies sign up for their support, and we haven’t even officially launched. We’re delighted to be working with Global’s Make Some Noise and Global’s radio stations on this initiative”.

Richard added: “Joel and I have been overwhelmed by the support of our ‘First Responders’. 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 organisation or running of ToyAid – every penny we raise goes to the charity”.

Readers wishing to get involved can find out more by clicking here.

On top of the partnership with Global, KidsKnowBest and Norton PR will be delivering an extensive PR, online influencer campaign for all manufacturers and brands, all free of charge.


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