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How play communicates dignity
This story is part of Caring’s 2026 print edition, “Joy That Moves,” featuring lives changed through the joy of giving. Read the issue here.
For children navigating uncertainty, play isn’t a luxury—it’s a way to process the world, build resilience and simply be a kid.
Through its longstanding partnership with Mattel, The Salvation Army is helping make those moments possible—reminding children they are seen and valued.
Each year, the Mattel Children’s Foundation supports Salvation Army programs through thousands of toy donations, helping families experience the joy of the Christmas season—particularly in communities where access to play may be limited. In moments of greater need, that support has expanded even further, including a $2 million toy donation during the pandemic that reached families nationwide, and financial and volunteer support following the Los Angeles wildfires. The partnership continues year-round through birthday programs, community events and disaster response efforts.
Together, the focus is simple but profound: creating moments where children feel cared for.
We spoke with Brittany Cruickshank, Associate Manager for Mattel Children’s Foundation and Corporate Philanthropy, about why joy matters, how play shapes development and what it means to turn purpose into action.
What initially drew Mattel to partner with The Salvation Army, and what makes this collaboration meaningful within your broader mission?
At Mattel, we talk a lot about the power of play, but what really matters is how that shows up in real life for kids and families. Partnering with The Salvation Army felt like a natural extension of that—they’re deeply rooted in communities and have the trust and reach to connect with families who need support most.
What makes it especially meaningful is that it’s not just about getting toys into kids’ hands—it’s about creating moments where children feel seen and cared for. Through efforts like Play it Forward and our 80 Moments for 80 Years campaign, we’re able to turn our purpose into something tangible, meeting kids where they are and showing up in ways that matter.
We’re exploring the idea of joy as a serious force for good. From your perspective, how can a toy communicate dignity and worth to a child?
There’s something really powerful about a child receiving a toy that’s theirs—something new, something chosen with them in mind or something they get to select themselves. It sends a simple but important message: you matter.
Joy isn’t just a fleeting feeling in that moment—it reinforces a sense of belonging and self-worth. A toy can open the door to imagination and self-expression, but it also tells a child they haven’t been overlooked. That’s where dignity comes in.
Why is access to play not a luxury, but a necessity—especially for children navigating hardship or uncertainty?
Play is how kids process the world—it’s not extra, it’s essential. Especially for children facing uncertainty, play creates space for creativity, comfort and even a sense of control.
When so much can feel unpredictable, having the opportunity to play gives kids a way to just be kids. That’s why we think about access to play as something every child deserves, not something reserved for certain circumstances. Play it Forward is really grounded in that idea—removing barriers so more kids can experience those moments.
From a developmental perspective, how does imaginative play help children process stress or build resilience?
Imaginative play gives kids a way to work through big feelings in a way that feels safe and manageable. They can create their own stories, explore different outcomes and build confidence along the way.
It’s not always obvious from the outside, but those moments of play are helping them develop problem-solving skills, emotional awareness and resilience. It’s one of the most natural ways kids learn how to navigate challenges.
To a child, their favorite toy is their entire world. We know that a toy and the happiness experienced during play time can transcend the initial receiving of a toy. That toy becomes a companion, a way of self-expression, a way to see the world beyond what is currently happening around them.
Have you heard a story from a distribution event or Salvation Army representative that illustrates the deeper impact of this work?
One of the things that always sticks with me is how often we hear about the quiet moments—a child holding onto a toy like it’s something truly special, or a parent expressing relief knowing their child will have something of their own.
During 80 Moments for 80 Years, we saw firsthand how even a small moment of play can carry so much meaning. It’s not just about the toy—it’s about what that moment represents for a child and their family.
How do you ensure this partnership goes beyond donation and reflects shared purpose rather than simple transaction?
We approach this as a partnership first, not a transaction. That means listening, staying connected and really understanding what communities need.
Programs like Play it Forward are designed to be ongoing, not one-off moments, and we work closely with The Salvation Army to make sure what we’re doing is thoughtful and relevant. It’s about showing up consistently and making sure the impact is real, not just symbolic.
We’ve been a partner with The Salvation Army for a long time, and what consistently shines through is how we are able to show up together. We know that there are so many resources needed in the community, and our partners at The Salvation Army consistently keep us informed and ready for action where the true need is. The Salvation Army understands that play is essential and that bringing play to their families is part of the holistic approach to creating and fostering a strong community.
What have you learned from working alongside The Salvation Army in communities across the West?
The biggest takeaway has been how important local connection is. The Salvation Army teams really understand their communities, and that insight makes everything more meaningful and effective.
We’ve also seen how far small moments can go. Something that might seem simple—like a toy—can have a much deeper impact when it’s delivered with care and intention.
When you think about the long-term impact of this partnership, what gives you the most hope?
What gives us hope is how those moments of joy can stay with a child long after the moment itself. Feeling seen, valued and able to play—it all contributes to how kids see themselves and what they believe is possible.
If we can keep creating more of those moments—through Play it Forward, through 80 Moments for 80 Years, and through partnerships like this—that’s where real, lasting impact comes from.
Do Good:
- The Salvation Army exists to meet human need wherever, whenever and however we can. See more here.
