‘Tis the season to do good.
On Wednesday, November 30, Alice + Olivia will kick off its sixth-annual toy drive for the GOOD+ Foundation with an in-store event. Founded by Jessica Seinfeld in 2001, the GOOD+ Foundation works to break the cycle of family poverty by providing goods and services necessary for parents to raise their children.
“As a mom, there are so many things you need for a month, and then you don’t use any more,” says Stacey Bendet, the CEO and creative director of Alice + Olivia. “I started working with GOOD+ after I had my second daughter, and I realized how much stuff I had and how lucky I was to have all of that.” The toy drive will be held for the next two weeks at Alice + Olivia stores nationwide, and Bendet’s goal is to collect 2000 toys this holiday season.
Nicky Hilton and Georgina Bloomberg will join Bendet and Seinfeld at Wednesday’s kick off event, which will be held at Alice + Olivia's Madison Avenue store. Twenty percent of proceeds from all sales that evening will go to GOOD+.
“They make it very easy and efficient for moms to donate,” continues Bendet’s decision to partner with GOOD+. “All of the work they do is direct to families, direct to people who need the items.”
Formerly known as Baby Buggy, GOOD+ has evolved into a three-pillar charity. They help to support new mothers, engage fathers and invest in early childhood. “So many dads that weren’t present in a child’s life because they didn’t have the tools they needed—a crib, a car seat or a stroller—are now able to be involved,” says Bendet of GOOD+’s engaging fathers initiative. To date, GOOOD+ has donated almost 20 million items to a national network of over 100 antipoverty programs.
For more information about GOOD+, visit goodplusfoundation.org.