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The company is pledging Wow! Pods, Harry Potter Lumos light painting wands and Invisibility Cloaks to the charity initiative.

Wow! Stuff is pledging its best-selling lines to support ToyAid, the new charitable movement set up by Wow! Stuff’s CEO Richard North and Kids Know Best’s CEO Joel Silverman. Money raised by ToyAid will go to support disadvantaged children, young people and their families affected by Covid-19.

For the ToyAid initiative, Wow! Stuff is pledging Wow! Pods, Harry Potter Lumos light painting wands and Invisibility Cloaks and making them ‘ToyAid-able’. This means every sale generates a contribution to ToyAid, no matter what the retail selling price. The retailers are unaffected because all proceeds from ‘ToyAid-able’ products come from the manufacturer, in this case Wow! Stuff.

Wow! Stuff’s CEO Richard North said: “Kids Know Best has created a fantastic influencer campaign combined with a national media outreach by the superb industry specialists Norton PR. Its gracious free support will drive more sales and therefore more contributions to ToyAid. Any toy-and-entertainment company can make their products ‘ToyAid-able’ for this limited period through June by visiting toyaid.org and pledging. While ToyAid will help our industry and our brands get great consumer awareness, the money we raise from sales will support those smaller charities that have suffered massively in the economic downturn and have lost the funds needed to support disadvantaged children and their families.”

Throughout June, ToyAid is supporting Make Some Noise , the registered charity of Global media group, the owner of Heart, Capital, LBC, Classic FM, Smooth, Radio X and Gold. ToyAid will be running a campaign across the stations asking consumers to ‘Buy Some Toys for Make Some Noise’. All money raised by ToyAid will help individuals and families hit hardest by the pandemic. For more information visit toyaid.org.