AUCKLAND, Today: Christmas is coming early for thousands of Kiwi families as Pead and PHD team up once again with The Kindness Collective to bring back the Christmas Joy Store.
Now in its fifth year, the Joy Store has levelled up with a new, bigger space in Auckland’s Ōtāhuhu to meet rising demand. It’s New Zealand’s first social toy store, giving families in need the joy of choice and a gift of kindness.
This year’s extra sparkle? A Christmas-focused social supermarket running alongside the Joy Store, made possible through a partnership with Foodstuffs North Island. Families can choose new toys for their kids and stock up on festive kai for the big day.
Pead’s creative push, themed ‘Santa Visit Every Child’, calls on Kiwis to give a little magic this season. PHD is leading media strategy, securing pro-bono support from 14 media partners across outdoor, digital, radio, TV and print.
“We’re so grateful for Pead and PHD’s passion and expertise in helping us bring the Joy Store to life.” – Sarah Page, Founder and CEO of The Kindness Collective
Helen Brown, Chief Investment Officer at PHD Aotearoa said, “This campaign is all about turning generosity into action. We want to continue helping The Kindness Collective reach more Kiwis than ever before and inspire ongoing support — whether that’s through donating toys, food, or funds.
“It’s incredibly rewarding to see the continued contribution from our NZ media partners to support The Kindness Collective and PHD to help deliver a real, lasting impact in the community.”
Running from 26 November to 19 December, the Joy Store will welcome around 3,000 referred families to choose gifts and collect kai. Nationwide, 10,000 children across 91 towns and 17 regions will receive Christmas presents, with help from over 1,000 volunteers and 289 partner organisations.
Sarah Page, Founder and CEO of The Kindness Collective, says the support has been invaluable, “We’re so grateful for Pead and PHD’s passion and expertise in helping us bring the Joy Store to life.
“Their campaign helps spread awareness and build momentum so that every child has something special to unwrap this Christmas.”
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