Over 160,000 children are living in poverty and as the cost-of-living crisis worsens, more families are struggling than ever before. Thousands of children will wake up on Christmas morning without presents, or even food. This year, you can be the reason they unwrap a little bit of joy instead.
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.
We also provide kids with presents in 80 different regions, cities and towns across Aotearoa, thanks to our Mitre 10 collection bins in every store across Aoteaora.
For 11 years we've been helping Santa visit kids in need, and so far, have provided 60,934 children with the magic of Christmas.
This year, we’re inviting wonderful people like you to lend your voice, time, talents and platform to help us deliver over 50,000 toys to 5,000 whānau and 20,000 children in need.
Stop by the Christmas Joy Store, film a short piece to camera, which we'll then share with our community on social media, encouraging people to share their joy with others doing it tough.
Film a video:
Book a time to visit the Christmas Joy Store in South Auckland between Wednesday 15th October and Saturday 25th October to film a short video.
Filming details:
You'll stand in the Christmas Joy Store, speak to camera and share your version of the words below.
Share:
1. What was Christmas like growing up for you?
2. What do you love about Christmas?
3. Why is it important to give back to whānau doing it tough?
4. If you can, give a call to action, ask people to head to kindness.org.nz to donate to help Santa visit every child this Christmas.
Your support can make a bigger difference than you might realise. By joining us, you’ll help bring the magic of Christmas to children who need it most.
It’s about more than just gifts, it’s about ensuring every whānau in Aotearoa experiences the dignity of choice and moments of joy everyone deserves.
WHY THE JOY STORE MATTERS:
“Just wanted to give you all a big thank you for allowing my aunt and me to come in today and choose gifts for her babies. She has been diagnosed with stage four cancer and this will be her last Christmas with us.
She was so grateful as she had to stop working and wasn’t sure how she was going to afford gifts this year and the Kindness Collective saved Christmas for us!.” Mum and Aunty, Chrismas Joy Store shopper
WHY THE JOY STORE MATTERS:
"It’s been a long, challenging and exhausting year but yesterday, the Joy Store restored hope in me that there is light at the end of the tunnel.
The Joy Store didn’t just provide physical gifts; it gave me a sense of hope and solidarity that I haven’t felt in a long time. It reminded me that I’m not alone in this journey, and that kindness, generosity, and love are always available, even in the hardest times”. Mum of three, Christmas Joy Store shopper
WHY THE JOY STORE MATTERS:
“My son has spent most of his life in Starship so it’s hard to work. We almost canceled Christmas this year but now thanks to you guys it's all back on again! Thank you for supporting families like ours that aren't as fortunate.
Thank you for making it look/feel "normal" so we don't feel like utter failures for not being able to provide for us our kids”. Dad of four , Christmas Joy Store shopper
