Landmark Leisure's 'Share the Toy' Initiative Makes a Comeback Touching Lives Across the UAE
Landmark Leisure's 'Share the Toy' Initiative Makes a Comeback Touching Lives Across the UAE Image Credit: Supplied

Dubai: The Landmark Group's entertainment division, Landmark Leisure’s Flagship brand, Fun City has announced the return of its CSR program, “Share the Toy”. This effort, in association with Emirates Red Crescent, seeks to encourage the act of giving and instilling the value of kindness and generosity in children from a young age, the company said in a media release.

The campaign stresses Landmark Leisure’s commitment to community welfare, and is built up on the success of last year's donation drive, which saw more than 20,000 toys contributed. Landmark Leisure, a leading player in the Family Entertainment Centre industry, operates 43 stores in the Gulf Cooperation Council and 36 stores in India.

Speaking about the campaign's relevance, Silvio Liedtke, Chief Executive Officer of Landmark Leisure, GCC & India, said, "At Landmark Leisure, we are dedicated to creating meaningful experiences and positively contributing to society. The 'Share the Toy' campaign reflects our fundamental values of kindness and giving. Generous contributions made by our visitors last year thrilled us, and we hope this year's campaign will be just as successful. We are excited to work with Emirates Red Crescent and invite everyone to support this heartwarming initiative.”

The toys collected will be given to underprivileged children, the company said. Through the act of giving, children learn the importance of empathy and compassion, realizing that a simple gesture can brighten someone else's day. The campaign not only benefits the recipients of the donated toys but also fosters a sense of pride and fulfilment in the young donors, knowing that they have made a difference in someone else's life. Families can participate by bringing their toys and placing them in designated collection boxes located at stores throughout Dubai and can then reward the children with a fun-filled day exploring a range of attractions, including Big Rides, kid-friendly rides, video games, Play Area, and VR experiences.