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The iconic toy company and The Salvation Army celebrate their ongoing partnership.
The Salvation Army has long relied on Mattel to help bring joy to children and families—from Angel Tree toy donations to Santa’s Workshop to emergency relief. This year, as Mattel celebrates 80 years, the company highlighted that partnership with two birthday galas in Southern California: one for kids and seniors at the Long Beach Red Shield, and another for children at the Los Angeles Red Shield—epitomizing joyful giving.
The gatherings were just one expression of a much larger story. As part of its “80 Moments for 80 Years” campaign, Mattel is spotlighting more than 80 nonprofit partners worldwide. With The Salvation Army, that has meant co‑hosting birthday parties, delivering tens of thousands of toys, and standing alongside families during the holidays—and in times of crisis.
“Anytime we show up in the community, whether with volunteers or product, it is our curated play experience come to life—there are so many ways it can play out, literally,” said Brittany Cruickshank, Associate Manager, Mattel Children’s Foundation and Corporate Philanthropy.
“We’re thrilled to be here and to celebrate with you,” she added during the Long Beach Red Shield gala. “This is such a special way to mark our 80th anniversary with one of long-standing partners.”
Mattel’s toy donations reach families across The Salvation Army Western Territory during the holiday season, including through Alaska’s Operation Santa. For Christmas 2024, the company provided more than 7,000 toys territory-wide to support the Angel Tree program.
But the collaboration goes beyond toys and events. Mattel recently made its first financial gift—$25,000—to The Salvation Army Southern California Division’s Sally Awards gala, supporting efforts to combat homelessness and provide community services. The company also contributed $10,000 toward The Salvation Army’s wildfire relief efforts.
Each holiday season, Mattel hosts Santa’s Workshop at its El Segundo, California, headquarters, inviting families from nonprofit partners—including The Salvation Army—to shop for toys with gift cards, while Mattel volunteers wrap the gifts. Employees also participate in the Angel Tree program by adopting “forgotten angels,” children whose tags were not initially selected.
Year-round, Mattel supports monthly birthday parties at Salvation Army centers across Southern California—including the Long Beach and LA Red Shields—ensuring children receive new toys and feel celebrated on their special day.
“We are so grateful for our long-standing partnership with Mattel, which brings joy to thousands of children across the Western Territory each Christmas through toy donations and brightens birthdays through programs like the one in Southern California,” said Territorial Corporate Engagement Director Amy Hudson. “We can’t thank Mattel enough for making moments like this possible.”
The Red Shield galas were a natural extension of this partnership.
“We were planning our 80th anniversary and thinking about how to celebrate with long-standing partners,” Cruickshank said. “We’d already been supporting the Red Shield’s birthday program for a couple of years, and during a visit to Long Beach, we saw the reserve shelf of birthday toys—and just thought, ‘Let’s do something bigger.’”
In Long Beach, the “something bigger” took place Sept. 4 at the Red Shield, and the fun began before guests even stepped inside.
Mattel transformed the Red Shield courtyard into a hands-on play zone—with a Barbie Dreamhouse, Thomas & Friends Trains & Cranes, and a looping Hot Wheels racetrack—inviting children and seniors to rediscover the joy of imagination together.
“The partnership between Mattel and The Salvation Army shouldn’t be a mystery to anyone,” said Long Beach Red Shield Corps Officer Captain Jared Arnold. “Mattel has a passion to provide toys and entertainment for all to enjoy, and The Salvation Army has a commitment to the community to provide pathways of opportunity and hope to those in need. While these initiatives may seem separate, a single principle makes it clear how the two groups align—a care for others…to use our resources to provide better opportunities for all people.”
And Mattel tailored its toy selection for all ages.
“We pride ourselves on selecting toys by age and gender,” said Mattel Foundation associate Isabella Andreoni. She worked with the Red Shield to get a breakdown of guests’ ages, then used Mattel’s website to pick age-appropriate toys.
Cruickshank added, “We select the same toys kids see and get excited about in stores.”
A unique feature of the Long Beach event was the inclusion of seniors, thanks to the center’s active senior programs.
“We started focusing on the kids, then asked, ‘What about seniors in their 80s? They remember these toys from childhood…Seeing their faces light up at a Barbie or Magic 8 Ball—it’s special,” Cruickshank said.
Both she and Andreoni said it’s wonderful to witness the intergenerational play.
The guests included about 40 children and 40 seniors, adding up to the magic number: 80. They could eat, play games for Mattel prizes, dive for candy from a giant piñata, and take photos in themed Barbie and Ken booths.
During the festivities, Miss South Bay Volunteer Nyla Davis arrived—dressed for the occasion.
“When she walked in, one little girl came up and said, ‘You’re Barbie.’ It was hard not to tear up,” Cruickshank said. “That’s the kind of moment that lasts. Moments like this remind us how Mattel’s belief in play and The Salvation Army’s mission come together—creating joy not just today, but in communities for years to come.”
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