Mattel brings joy to sick children

Mattel Inc has set up a Play and Learning Center at Shenzhen Children's Hospital, the country's first in a hospital, as the US-based toymaker continues its efforts to promote the healthy development of Chinese children.

The center, which was officially unveiled on Sept 22, aims to ease children's fears when they are receiving medical treatment and to improve their experience in the hospital through playing.

"The Play and Learning Center is designed to engage children in a fun and thoughtful way, providing them with a safe and positive environment that helps boost their mood and engage their minds," said Stephanie Cota, president of Mattel Children's Foundation and senior vice-president of global communications at Mattel.

"In addition, it is equipped with products and supplies that will inspire and encourage creativity, learning and development through play."

The opening of the center is part of Mattel's move to boost its charity work in China. The company has been making donations to promote projects in various fields, including early childhood development, environment protection and rescue operations during natural disasters.

So far, more than $2 million has been poured into those projects. More than 30,000 people have benefited from the donation, according to the company.

In one project, Mattel helped rebuild 22 primary schools and enabled more than 7,000 rural children to go to school. In another, it created pleasant spaces for children of migrant workers to learn arts and language.

"As a corporate citizen, Mattel will also do its best to support the recent call by President Xi Jinping for greater improvement on the quality of life and health - starting with better care for children," said Peter Broegger, managing director of Mattel Asia-Pacific.

"Collectively, I am hopeful that we will be able to contribute to the country's goal for its 'Early Child Development for 2030 - China Post-MDG' initiative to ensure the wholesome development of all children through play."

The new center in Shenzhen is one of the outcomes of a three-year partnership between Mattel Children's Foundation and Beijing Children's Hospital Group (BCHG) signed early this year.

According to the agreement, Mattel would build Play and Learning Centers in hospitals within the group. The group consists of 20 hospitals across the country, including Shenzhen Children's Hospital. The two would also conduct joint research on childhood development.

The cooperation between BCHG and Mattel aims to provide better medical services to Chinese children, while at the same time bringing more joyful experiences to them to promote their healthy development, BCHG President Ni Xin said.

"We hope to bring benefits to more Chinese children in the coming years," he said.

sally@chinadailyhk.com