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September 01, 2020 1:29pm
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Imua Family Services and JAKKS Pacific Unite to Launch "Play Imua" Store for Maui Wildfire Relief

Imua Family Services, an esteemed nonprofit organization with a legacy dating back to 1947, has stood as a steadfast pillar of community care and services for children across Maui County during many challenging times. From the Polio era to the recent COVID-19 pandemic and the islands’ recent wildfires, Imua Family Services has offered critical clinical therapies and play-based activities that are fundamental for children's development and well-being.

In partnership with JAKKS Pacific, Inc., a distinguished leader in the world of play since its inception in 1995, Imua Family Services is launching the "Play Imua" store in response to the harrowing wildfires that have devastated homes and communities across Maui. This collaboration is designed to provide solace, support, and a pathway to recovery for the youngest victims of this traumatic event.

The wildfires that swept through Lahaina and Kula, Maui left an indelible mark on many children, subjecting them to an unimaginable ordeal. These young, developing minds were forced to grapple with the loss of their homes, communities, and even loved ones in a dramatic and violent manner, often fleeing for their lives. The trauma experienced by these children is a heavy burden for them to process.

Merchandise at PLAY Imua will be completely free to children and families impacted by the wildfires. Children will have the self-efficacy to be able to explore the store and choose a toy that is magical to them, without parents having to spend down limited income. Whether providing children with a fun toy, a gift to bring to a birthday party, a new costume for Halloween, or baby care products, the goal of this store is to help support parents and caregivers reserve their income for food, shelter and other essential items while allowing their children to have the essential ability to PLAY.

Dean Wong, Executive Director at Imua Family Services, emphasizes, "While not all children undergo traumatic stress following a harrowing event, we firmly believe in the potential for recovery. With the proper support and care, many children can adapt and triumph over such experiences."

Wong goes on to express gratitude for the invaluable support received from dedicated partners, stating, "None of this work would be possible without the generosity of businesses like JAKKS Pacific Inc. and the Maui Harbor Shops in Maalaea. JAKKS Pacific Inc. promptly pledged a 40’ container of toys within days of learning about the national tragedy. Additionally, the Maui Harbor Shops in Maalaea immediately stepped forward, generously offering their retail space in support of this project."

In addition to toys, JAKKS Pacific is also donating 5,000 costumes from Disguise, Inc. as well as additional support and donations from friends within the industry like athletic apparel manufacturer, Lolë, Next Level Apparel, baby care products from Attindas Hygiene Partners, logistics services from TGR Logistics, Inc., JAS Contract Logistics and logistics from California to Maui from Hecny Group.

“We are saddened by this tragedy that has devastated the community of Lahaina and hope this provides some help to the people of Maui in this trying time,” says Stephen Berman, Chairman and CEO of JAKKS Pacific, “It’s hard to imagine the loss these people are experiencing, and we are honored to partner with Imua Family Services to stock this amazing store.”

Key Highlights of the "Play Imua" Store and Childhood Trauma Recovery Efforts:

Addressing Trauma: Imua Family Services recognizes the critical importance of addressing childhood trauma. The "Play Imua" store is a safe space where children and their families can find toys and activities that facilitate the healing process.

Clinical Expertise: Imua Family Services offers access to clinical experts who specialize in childhood trauma and recovery. These professionals provide guidance, counseling, and support to children and families as they navigate their path toward healing.

Community Resilience: The "Play Imua" store serves as a symbol of community resilience, demonstrating how the community can come together to support its most vulnerable members in times of crisis.

Education and Resources: Imua Family Services will offer resources and information to parents and caregivers, helping them understand the signs of trauma in children and how best to provide comfort and support during the recovery process.

Hope and Joy: Through the power of play, children can rediscover hope and joy, even in the face of adversity. JAKKS Pacific, Inc.'s contribution of free toys and play-based activities will be instrumental in bringing smiles back to these young faces.

The official opening of the "Play Imua" store at Maui Harbor Shops in Maalaea is scheduled for September 21, 2023. Imua Family Services and JAKKS Pacific, Inc. extend a heartfelt invitation to the media, community leaders, and compassionate citizens to join them in this significant event, filled with hope, unity, and the spirit of giving.

Imua Family Services and JAKKS Pacific, Inc. are united in their mission to help Maui's children recover and rediscover their inner joy. Together, they are committed to nurturing the resilience and healing of young minds that have faced unimaginable trauma.

For further information, media inquiries, or to learn how you can support the "Play Imua" store and childhood trauma recovery efforts, please contact:

Brian Nagami

Director of Information

Imua Family Services

(808) 244-7467

About Imua Family Services:

Founded in 1947, Imua Family Services has a long history of providing care and services for children facing a wide variety of challenges. Their offerings throughout Maui, Molokai, and Lanai include clinical therapies and play based activities and experiences that children need to fully develop and reach their full potential. After the recent wildfires, Imua Family Services is committed to championing recovery efforts – especially those aimed at helping affected children and families regain their inner joy.

About JAKKS Pacific, Inc.:

JAKKS Pacific, Inc. is a leading designer, manufacturer and marketer of toys and consumer products sold throughout the world, with its headquarters in Santa Monica, California. JAKKS Pacific’s popular proprietary brands include: Fly Wheels®, Perfectly Cute®, ReDo® Skateboard Co., AirTitans®, Sky Ball®, JAKKS Wild Games™, Moose Mountain®, Maui®, SportsZone™, Kids Only!™, Xtreme Power Dozer®, Disguise®, WeeeDo®, Ami Amis™ and a wide range of entertainment-inspired products featuring premier licensed properties. Through JAKKS Cares, the company’s commitment to philanthropy, JAKKS is helping to make a positive impact on the lives of children. Visit us at and follow us on Instagram (, X (@jakkstoys) and Facebook (@jakkstoys).

©2023 JAKKS Pacific, Inc. All rights reserved


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