Amazon Playmakers

Amazon Singapore and Children’s Wishing Well team up to deliver smiles, books and toys to underprivileged children this holiday season, marking the launch of Amazon Playmakers


The most wonderful time of the year is back and more than ever, we all could use a reason to smile. In relation, we are excited to announce today a special collaboration with Children’s Wishing Well where Amazon Singapore is donating hundreds of toys and books to underprivileged children and having local actor and musician Nathan Hartono join us in delivering smiles to these kids.

As part of the collaboration, several kids from Children’s Wishing Well are appointed as Amazon Playmakers, official book and toy testers, who will give their expert kid opinion to help Singapore customers with their holiday gifts. In addition, Amazon Singapore will be donating S$5 to Children’s Wishing Well for every S$50 spent on items purchased from the charity’s Gift Guides*, to help the charity fundraise for underprivileged children. The donation is a part of Amazon’s global efforts to support over one thousand nonprofit organizations (NPOs) around the world by donating millions of the items they need to help their communities and deliver much-needed smiles along the way with our shoppers.

"I've had the pleasure of working with various children's charities over the years, from Club Rainbow to Children's Wishing Well. The care and support they provide for these kids is amazing. Which is why collaborating with Amazon's Delivering Smiles initiative means so much. Especially after the year that we've had, families can use all the support they can get." – Nathan Hartono

Amazon Playmakers
Amazon Playmakers
Amazon Playmakers
Amazon Playmakers

A season of smiles with Amazon


Delivering smiles to those in need, Amazon is also expanding the Amazon X Retail for Good Wishlist campaign. The campaign supports donations through the wishlists of local nonprofit organizations, including: Arc Children’s Centre, Blessings in a Bag, Children’s Wishing Well, Club Rainbow (Singapore), The Food Bank Singapore, New Hope Community Services, Singapore Children’s Society, Singapore Red Cross, and SOSD.

While shopping for holiday supplies and gifts for family and friends, customers can support these local nonprofit organizations and their causes by purchasing items off their Amazon wishlist – a depository of items they need the most.

“Charitable organizations in Singapore serve a vital role in our community. Amazon is proud to expand our wishlist campaign in Singapore to benefit more nonprofits, their beneficiaries, especially underprivileged children, and the local community as we work through the challenges of a global pandemic together,” said Henry Low, Country Manager, Amazon Singapore. “I am pleased to welcome Nathan Hartono and Club Rainbow (Singapore) as they join us in delivering smiles to those in need this holiday season.”

Joanna Tan, Chief Executive Officer, Children's Wishing Well, said: “COVID19 has impacted lower-income families significantly, resulting in loss of employment and income. This has highlighted the situation and needs of the disadvantaged and vulnerable population within our midst, even in a developed country like Singapore. While some of us are privileged, others just need an opportunity to get themselves out of the poverty trap and fulfill their fullest potential in life. Children's Wishing Well is honored to be selected as one of the beneficiaries of Amazon's wonderful initiative, and we hope that this project will nurture a more caring and inclusive society.”

Whether you are shopping for a loved one who deserves something extra special, or are keen to help someone in need – Amazon is here to help deliver smiles this holiday season. Join Amazon in its season of giving by shopping for a nonprofit organization's wishlist today: amazon.sg/npowishlist.

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