The London toy and play charity The Toy Project has welcomed support from the UK toy industry specialists, including the PR and communications expert, Playtime PR who has added its name to the growing list of sponsors of the organisation’s brick and mortar workshop and therapy space, The Play Room.
The Toy Project recently launched a crowdfunding campaign to help it raise money and support of a new site in London, through which it would host a community space for play therapy, LEGO-based therapy, workshops, storytelling, and games nights.
The Play Room, was to become the permanent home for workshops run by the group that until now have taken place in rooms rented within the local area.
The Toy Project is the team behind a community run shop in London’s Junction Road where it sells new and used toys as well as provides families in need with free toys and books. The group has made it its mission to rescue unwanted toys from being sent to landfill by rehoming them with local families and children.
Playtime PR has become one of a number from within the UK’s toy industry to offer its support to the campaign through a one month sponsorship initiative that will help keep the doors to The Play Room open to local children and families in need of its resources.
Speaking of the firm’s involvement with the project, Playtime PR founder, Lesley Singleton, said: “Playtime’s mission is to help make the world more playful, so I felt it was about time we put our money where our mouth is and give something back.
“I’ve been following The Toy Project’s work for a while now, as they’re based in my old North London stomping ground. When I heard they were fundraising for a new play therapy initiative, I leapt at the chance to get involved and help spread the word about the great work they’re doing in the UK and beyond.”
Founded by Jane Garfield, The Toy Project also runs a shop in Archway, North London through which it encourages people to donate unwanted toys, and purchase used toys rather than new. It also invites local school groups to learn about the importance of recycling and reusing toys, and donate them to prevent them ending up in landfill.
Singleton added: “Something the Founder told me really struck a chord after the year we’ve just had. ‘While lockdown was a luxury for many children, for others it was a never-ending nightmare of loneliness and neglect with absolutely nothing to do.
‘So many children excelled in so many ways, but we must think hard about the children who did not. Play can be a way to see them through very difficult situations.’”