"Give the shchastochkа of good": Foxtrot released charity merch in support of children affected by war

Before Independence Day, the team of the Foxtrot network, together with the partner organization "SOS Dytiachi mistechka" in Ukraine, launched the charity event "Give shchastochkа of Good", aimed at providing psychological help to children affected by the aggression of the russian federation against Ukraine.

In particular, the company released an updated series of branded merch, part of the proceeds from the sale of which will be used to conduct art therapy classes to improve the physical, psychological and emotional state of children, wards of the organization.


"The war forever changed the lives of thousands of children, depriving many of them of their homes, relatives, and friends. It is especially poignant when it comes to small Ukrainians who, despite their will, were forced to learn what destruction is, the horrors of occupation, and the loss of loved ones. But we adults cannot allow a terrorist country to take away their chance for a happy childhood and a bright future. We aspire that, despite all the difficulties, the children will be able to cope with the consequences of the aggression of the Russian Federation against Ukraine, grow up healthy and always smiling. This is precisely the idea behind the "Give the shchastochkа of good" action, – commented Lesya Nikulina, curator of the project, head of Foxtrot's trade marketing department.

The promotion "Give the shchastochkа of good" will last from August 24, 2023 to March 31, 2024.

Anyone can join a good cause by purchasing a promotional product from a series of branded merch: plush pillows, Foxy backpacks, and soon laptop covers. Among them are the long-awaited novelties that Foxtrot customers – fans of Foxy the vixen – have been waiting for with impatience. UAH 30 from the purchase of such items will be directed to the organization of art therapy classes for children affected by the war.


"Childhood should not be on pause because of war. To prevent this from happening, specialists of our organization – psychologists, social specialists and teachers – work in small communities and cities from Mykolaiv to Uzhhorod. In their work, they widely use art therapy, when, thanks to drawing, sculpting, mandala weaving and other creative methods, they help to cope with anxiety, master anger and fear. We are sincerely grateful to our partners from "Foxtrot" and their customers for their support of children who have experienced the disaster of war, said Serhiy Lukashov, director of the Foundation SOS Dytiachi mistechka. – We spread the happiness of goodness with joint efforts."

It should be noted that the "Foxtrot" group has been a partner of the charity organization "SOS Dytiachi mistechka" in Ukraine since 2010. In 2014, the Foxtrot retail chain implemented the "We are together" charity project, raising funds to help displaced persons cared for by the BF "SOS Dytiachi mistechka". At that time, customers could purchase special souvenir products – postcards, magnets and notebooks – in the chain's stores. In 2015, funds were collected through joint efforts, with which 79 large families from the east of Ukraine organized the transfer of food kits and household items.

From 2016 to 2019, the company already had experience in organizing art therapy classes for children by collecting funds in charity boxes. With the beginning of the full-scale invasion, the brand provided assistance to families from Donetsk, Luhansk, Kharkiv, Kherson and Zaporizhzhia regions temporarily living in the " Dytiachi mistechka" of Kyiv and Kyiv region, handing over 60 units of household appliances.