ToyAid initiative rallies toy industry to help raise funds for Global’s Make Some Noise charity

ToyAid – a new initiative created by Wow! Stuff’s Richard North and KidsKnowBest’s Joel Silverman – is looking to engage the wider toy industry in raising funds for Global’s Make Some Noise charity.

For the month of June, ToyAid will be running a campaign asking customers to “Buy Some Toys for Make Some Noise” and raise as much money as possible to help individuals and families hit hardest by the pandemic.

This will be achieved through minimum pledges from toy and entertainment companies and money from the sales of ‘Toy Aid-able’ toys, video games, entertainment products, licensing fees and business services.

“We’ve had amazing pledges from companies across all sectors of the toy and entertainment industry,” said ToyAid co-founder Joel Silverman.

“Special recognition to Smyths Toys superstores, who 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 North added: “Joel and I have been overwhelmed already with 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”.

To see how you can help, visit


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