Black Lives Matter

KidFocus stands proudly for racial justice. Our mission to awaken the potential in kids everywhere is only possible in a world where black and brown lives are NO LONGER subject to police brutality and marginalization. We stand in solidarity with those demanding justice for George Floyd, Breonna Taylor, and countless others reported and unreported. 

Our products are for everyone. Children project their heroes and future selves in the toys they play with. It is vital that all children, especially kids of color, can imagine heroes that look like them in the formative process of play. We are proud to offer toys that give every child this vital opportunity.

We are donating 2% of all of our revenue site-wide to the National Black Child Development Institute (NBCDI) to aid in the fight for equality and justice through programs and initiatives that support the success and well-being of black children and families through education, literacy, health and wellness, and advocacy. We urge our friends and customers to take what action they can to join the cause via donations to a cause near you, taking email action to lawmakers, or by finding a local protest to attend.

We'll say it again: Black Lives Matter. We all must stand for justice.