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."