Issued by the Canadian Toy Association on December 6, 2023. Andrew Wagar, Swerve’s founder, chairs Toys for the North for the association.
Canada’s only national toy drive supporting Canada’s northern communities has grown donations 2,824% since 2019
TORONTO, ON, December 6, 2023 – The Canadian Toy Association (CTA) is proud to announce a historic milestone in charitable giving by the Canadian toy industry, resulting from a remarkable surge in donations for the Toys for the North toy drive for the year 2023.
The Canadian toy industry donated $559,906 worth of toys to the Toys for the North toy drive in 2023. This figure marks a significant leap from the $390,522 contributed in the previous year, an increase of $169,384 or 43%, and a 2,824% increase in annual donations since 2019.
“This remarkable achievement underscores the unwavering commitment of the Canadian toy industry to spread joy and bring smiles to those in need,” said Andrew Wagar, Chair, Toys for the North, for the Canadian Toy Association. “We are immensely proud of the collective effort and generosity displayed by our industry partners, stakeholders, and manufacturers that support this wonderful program, the only toy drive in Canada exclusively supporting Canada’s northern communities.”
The 43% year-over-year increase in donations exemplifies the industry’s dedication to making a meaningful impact on communities, especially during challenging times. These toys will brighten the lives of countless children and will help Toys for the North achieve its goal of supporting northern Canadian communities from coast to coast to coast.
“As founding partners in the Toys for the North, this program is especially near and dear to our hearts,” say Jim and Sally Thomson, owners of Thomson Terminals Limited. “It brings us great joy to see how much it has grown, the support it receives, and the positive impact it brings to Canada’s North. Every child deserves a toy at Christmas and we are proud of the role Thomson Terminals Limited, and all our staff, play in making this incredible program happen year after year.”
Cpl. Angelique Dignard, RCMP Cornwall Detachment, commented, “Simply stated, we could not do it without the Canadian Toy Association and their corporate donations.” She went on to say, “I know I can speak for the RCMP, Thomson Terminals and the Air Forces when I say, we are extremely grateful for CTA’s enthusiastic partnership, year after year.”
Toys for the North is 100% volunteer-run, and is a partnership between distribution logistics management company Thomson Terminals, the Royal Canadian Mounted Police ‘O’ Division, and the Canadian Toy Association. The program collects and distributes much-needed children’s toys to families in Canada’s most northern communities, supporting Newfoundland and Labrador, Ontario, Manitoba, Yukon, the Northwest Territories and Nunavut.
The Canadian Toy Association extends its heartfelt gratitude to everyone who contributed to this achievement, highlighting that these donations go beyond toys; they symbolize hope, kindness, and the spirit of giving that resonates throughout our communities.
In February 2024, the RCMP reported that the 2023 campaign reached coast to coast for the first time, with Yukon added to Northern Ontario, Nunavut, Newfoundland and the Northwest Territories. Read the RCMP’s release.
Swerve remains a major partner of the program. The Canadian Toy Association lists Swerve among the partners and contributors of the 2025 campaign, which collected $698,218 in toys and donations. See the 2025 campaign.
About the Canadian Toy Association
Founded in 1932, CTA is a not-for-profit trade association whose members are manufacturers, importers, distributors, and marketers of toys, games, seasonal and hobby products. CTA provides a strong voice for the $2.3 billion toy industry in Canada and internationally. Through the association, CTA’s members work together for the betterment of the industry. For more information, visit canadiantoyassociation.ca.
About Thomson Terminals
Thomson offers innovative solutions in warehousing, transportation, design build and consulting. Thomson is an asset-based, full-service logistics provider.
About Swerve Strategic Marketing
Swerve Strategic Marketing is an integrated marketing agency for toy, baby and family brands in the United States and Canada. Public relations, influencer and affiliate marketing, digital marketing and events run as one program, so a launch, its press and its creators pull in the same direction. Founded in 2010 by Andrew Wagar, Swerve is based in Burlington, Ontario, in the Greater Toronto Area. Learn more at swervestrategic.com.
Media contact
Swerve Strategic Marketing
Email: connect@swervestrategic.com
Phone: 416-593-5628
