Who are the Kindness Collective?
The Kindness Collective is an award-winning, nationwide charity that connects children and families living in hardship with the things they need – from everyday essentials to moments of joy. Each year, we support over 100,000 people through programmes that provide care, connection, and practical support, all referred through our network of 287 Community Partners across Aotearoa. These partners include New Zealand Police, Te Whatu Ora, Women’s Refuge groups, Iwi organisations, schools, and early learning centres. We’re community-led, which means our work is varied – from packing pyjamas and food boxes to planting potatoes and creating play spaces. Our purpose is to harness the power of kindness to tackle inequity from the ground up and create long-term, positive social change where everyone has the chance to thrive.
How do Kindness Collective and Mitre 10 work with each other?
Mitre 10 and Kindness Collective work together year-round to support families doing it tough, through both practical help and moments of joy. As part of this partnership, your store plays a key role in two main ways: Christmas Toy Collections – At Christmas, participating Mitre 10 stores host collection bins for brand-new, unwrapped toys. Every toy stays in the community it was donated in (unless you’re in Auckland, where gifts go to the Christmas Joy Store). In 2024, together we collected over 8,000 toys nationwide – a huge impact that wouldn’t be possible without your support. Community Builds – Throughout the year, local Mitre 10 stores join forces with Kindness Collective to deliver community projects such as gardens, outdoor classrooms, and playgrounds. These projects bring together materials, tools, and volunteer hours from Mitre 10 teams to create meaningful spaces for tamariki to learn, play, and connect. Your store’s involvement helps create real change in your community - not just during the festive season, but all year round.
What is the Christmas Joy Store?
The Christmas Joy Store is New Zealand’s first social toy store that provides the gift of kindness and the dignity of choice. The Joy Store invites referred parents and caregivers to choose gifts and treats for their children they know they'll love, off the shelves, shopping for free. For 12 years we've been helping Santa visit families in need, and so far, have provided 60,934 children with the magic of Christmas. Find out more about the Christmas Joy Store by clicking here: https://www.kindness.org.nz/joystore
Do toys collected in my region go to local kids, or to the Christmas Joy Store?
Toys from Auckland stores go to the Christmas Joy Store. Toys from outside Auckland go directly to children in your local community. We work with 287 different Community Partners and match each store with a partner in your region, so toys donated locally stay local wherever possible.
How do I know which Community Partner my store is linked with?
What is the Christmas Joy Store?
At the start of the campaign, each store is matched with a Community Partner who provides social services in your local area. If you’re unsure who your store’s partner is, just get in touch with us at toycollection@kindness.org.nz or give Jen a call or text on 021 242 4583 and we’ll confirm the details for you.
Can I choose my Community Partner?
Our Community Partners are carefully matched to each store at the beginning of the campaign. They’re social services and frontline organisations working directly in your area, supporting whānau who need it most. These partners rely on your store’s support, and the consistency of knowing where donations will come from helps them plan and deliver their services. Because of this, we aren’t able to change Community Partners once the campaign has started. By working with the partner assigned to your store, you’re helping to make sure local families receive the support they need in the most effective way.
I’m not sure who to contact. Who should I get in touch with?
If you have questions about the campaign, please get in touch with our team at Kindness Collective - we’re always happy to help! You can contact us by emailing toycollection@kindness.org.nz or by calling or texting Jen on 021 242 4583.
I need a collection – how do I organise this?
That’s amazing - well done on filling your toy collection bin! Please email toycollection@kindness.org.nz with your store name and “Collection Request” in the subject line, or give Jen a call or text on 021 242 4583. We’ll confirm the date and time with you before anyone comes to collect.
My Community Partner was supposed to collect, but they haven’t shown up. What do I do now?
Our Community Partners are often social workers or frontline support staff, so occasionally an urgent situation may come up that prevents them from making it to a scheduled collection. If this happens, please contact us at toycollection@kindness.org.nz, call or text Jen on 021 242 4583. We’ll work with you to reschedule the collection as soon as possible.
What sort of gifts should people donate?
New, unwrapped toys and gifts for children aged 0–16. No second-hand items, food, or clothing, please. You can also find our Toy Guide here.
Why do we collect new toys?
Collecting only new toys ensures families experience the dignity of choosing presents that feel special, just like any other parent shopping for Christmas. It also means we can give families the joy of wrapping and gifting something brand new to their kids, a small but powerful way of showing children that they are valued and loved.
Why do we need to count the toys?
Counting helps us measure the impact our store has made and share that success with our supporters. As a charity that’s audited annually, this step also helps us stay compliant with our reporting requirements. Thank you for your help with this important step!
When does the campaign end?
The final day for donations is Sunday, 14th December. This means your toy collection bins will need to be broken down by close of business on Sunday, 14th December.
What happens if people drop toys off after the campaign ends?
Please hold on to them and we’ll arrange a collection as soon as we are able. Most of our Community Partners will be on leave until mid-January, but they support children all throughout the year and will be so appreciative of extra toys to help their mahi. Please get in touch with us by emailing toycollection@kindness.org.nz.
How will I know how many toys our store collected in total?
At the end of the campaign, we’ll tally up the numbers and can provide you with your store’s collection total. Just send us a quick email at toycollection@kindness.org.nz, and we’ll come back to you with the final count.
How can we promote the campaign to encourage more donations in our store/community?
We’d love your help spreading the word! Posting on your store’s social media channels is a great way to encourage donations - and don’t forget to tag us at @kindnesscollectivefoundation so we can share your posts too. We’ll also be running a nationwide media campaign to support you. Please send us your photos and let us know your store’s social media handles when you get in touch, so we can celebrate your efforts and amplify your impact.
Why do we need to take photos?
Photos are a powerful way to bring the campaign to life, capturing the joy donations bring and the difference they make. They create a connection, showing the real impact of your store’s efforts while building trust and transparency. By sharing these moments, we inspire others to give, expand the reach of kindness and generosity, and hero your amazing team on social media to encourage more donations from your community.
How can I take a great photo of our toy collection bin?
Check out our handy photo guide, which has tips and tricks on capturing the best shots. We’d love to see your photos – please tag us on social media using @kindnesscollectivefoundation, or email them to toycollection@kindness.org.nz.
Can our store be featured on Kindness Collective’s social media?
Absolutely! We love showcasing the amazing mahi happening in stores. If you take great photos of your team and collection bins, please send them to toycollection@kindness.org.nz. If you’re not sure what makes a good shot, check out our handy photo guide for tips.
Will we get feedback or stories about the families who received the toys?
Yes - we’ll be sharing weekly updates, including photos of Community Partners receiving gifts, throughout the campaign. At the end, you’ll also receive a full impact report with the total number of gifts donated, plus quotes, photos, and stories from families and community groups who were supported thanks to your efforts.
