Foxtrot merch that shares a spark of kindness: the initiative has already reached half a thousand participants

19/ 09/ 2025

This goal was made possible thanks to the collective efforts of customers who chose emotional merch featuring Foxy the little fox. Every purchase turns into a contribution to art therapy and corrective development sessions. In August 2025, the Foxtrot charity initiative “Share a Piece of Kindness”, launched in partnership with NGO “SOS Children’s Villages Ukraine”, marked its second anniversary. Its main mission is to help children and families affected by Russia’s aggression cope with emotional trauma and restore their sense of safety. Over this period, 507 children and their parents have received psychological and socio-pedagogical support. During the summer of 2025 alone, the initiative held 31 sessions with more than 115 participants from the Kyiv Family Strengthening Center. 16 art therapy sessions with workshop elements for 84 participants. The “healing” effect is achieved by creating an atmosphere of emotional warmth, goodwill, and empathetic communication during creative activities. Children learn to express emotions through art and discover inner resilience. 15 corrective development sessions engaging 31 children. Their goal is to help kids strengthen vital skills that may have been weakened by difficult life circumstances or trauma. This includes behavioral improvement as well as the development of cognitive functions such as attention, memory, and thinking. The sessions also equip children with tools for healthy emotional expression and better group communication. “We believe that systematic support brings the greatest impact. That’s why it’s important for us not only to launch charitable initiatives but also to sustain them in the long run. For over two years now, together with our partners at SOS Children’s Villages Ukraine, we’ve been helping children and parents access professional support. The fact that half a thousand children and their families have already benefited from this inspires us to keep moving forward,” – said Lesia Nikulina, Head of Trade Marketing at Foxtrot and project curator. As a reminder, within the “Share a Piece of Kindness” campaign, the company donates 30 UAH from each sold item of emotional merch to support children. This August, the brand introduced a new product in the collection – wooden jigsaw puzzles with Foxy, available in two vibrant designs: “Foxy the Gamer” and “Foxy Summer.” The puzzles are eco-friendly and safe for kids, helping to develop concentration and fine motor skills, stimulate logical thinking, and offer a fun activity to enjoy together. Charity merch items are available in Foxtrot stores and at foxtrot.ua. Background. The Foxtrot Group has been partnering with the foundation since 2010. In 2014, the chain implemented the charity project “Together We Stand”, raising funds to support internally displaced persons under the care of SOS Children’s Villages. In 2015, proceeds from the sale of the “Together We Stand” postcard provided assistance to 79 large families from Eastern Ukraine, who received food packages and household essentials. From 2016 to 2019, the company raised funds through charity boxes to support art therapy sessions for children. Since the start of the full-scale invasion, the brand has provided aid to families from Donetsk, Luhansk, Kharkiv, Kherson, and Zaporizhzhia regions, under the care of the foundation in Kyiv and the Kyiv region, by donating over 60 household appliances.

In August 2025, the Foxtrot charity initiative “Share a Piece of Kindness”, launched in partnership with NGO “SOS Children’s Villages Ukraine”, marked its second anniversary. Its main mission is to help children and families affected by Russia’s aggression cope with emotional trauma and restore their sense of safety. Over this period, 507 children and their parents have received psychological and socio-pedagogical support.

During the summer of 2025 alone, the initiative held 31 sessions with more than 115 participants from the Kyiv Family Strengthening Center.

16 art therapy sessions with workshop elements for 84 participants. The “healing” effect is achieved by creating an atmosphere of emotional warmth, goodwill, and empathetic communication during creative activities. Children learn to express emotions through art and discover inner resilience.
15 corrective development sessions engaging 31 children. Their goal is to help kids strengthen vital skills that may have been weakened by difficult life circumstances or trauma. This includes behavioral improvement as well as the development of cognitive functions such as attention, memory, and thinking. The sessions also equip children with tools for healthy emotional expression and better group communication.

“We believe that systematic support brings the greatest impact. That’s why it’s important for us not only to launch charitable initiatives but also to sustain them in the long run. For over two years now, together with our partners at SOS Children’s Villages Ukraine, we’ve been helping children and parents access professional support. The fact that half a thousand children and their families have already benefited from this inspires us to keep moving forward,” – said Lesia Nikulina, Head of Trade Marketing at Foxtrot and project curator.

As a reminder, within the “Share a Piece of Kindness” campaign, the company donates 30 UAH from each sold item of emotional merch to support children. This August, the brand introduced a new product in the collection – wooden jigsaw puzzles with Foxy, available in two vibrant designs: “Foxy the Gamer” and “Foxy Summer.” The puzzles are eco-friendly and safe for kids, helping to develop concentration and fine motor skills, stimulate logical thinking, and offer a fun activity to enjoy together. Charity merch items are available in Foxtrot stores and at foxtrot.ua.

Background. The Foxtrot Group has been partnering with the foundation since 2010. In 2014, the chain implemented the charity project “Together We Stand”, raising funds to support internally displaced persons under the care of SOS Children’s Villages. In 2015, proceeds from the sale of the “Together We Stand” postcard provided assistance to 79 large families from Eastern Ukraine, who received food packages and household essentials.

From 2016 to 2019, the company raised funds through charity boxes to support art therapy sessions for children. Since the start of the full-scale invasion, the brand has provided aid to families from Donetsk, Luhansk, Kharkiv, Kherson, and Zaporizhzhia regions, under the care of the foundation in Kyiv and the Kyiv region, by donating over 60 household appliances.