The Christmas Joy Store

28 November 2022

We are pleased to announce that Armstrong’s will once again partner with the Kindness Collective this Christmas, in the effort to deliver Christmas cheer to the children of Aotearoa.

For those that don’t know, The Kindness Collective was founded in 2014 and began as a small, grassroots community group. Over the years, they have grown to a large collective of volunteers and donors who are focused on connecting kids and families with the things they need – from everyday essentials to moments of joy.

This year, they aim to help 10,000 struggling families with their Joy Store initiative.

The Joy Store allows families who may not have the means to purchase Christmas presents to visit the Kindness Collective store and choose donated gifts they know their kids will love. With the cost of living continuing to rise, this year our communities need our support more than ever.

This year, for the first time, The Kindness Collective has grown to a size where they are able to extend the reach of this project and will also be donating gifts to families in need in Christchurch and Wellington.
We want to match last years’ effort and donate 1,000 toys. Each of our dealerships will act as a drop off point for the public, complete with Christmas trees and festive spirit. Customers will be able to leave a toy under the tree or make a cash donation and decorate the tree with their own bauble.

Last year, some of our staff were lucky enough to participate in the actual store. They all came away saying it was so amazing to see the pure joy such a small act of kindness would bring to the faces of both children and parents.

We really enjoyed being involved in this project last year, and look forward to seeing how we can put some smiles on faces again this year.

You can read more about the Kindness Collective and the Joy Store here –

Sarah Page - Kindness Collective
Christmas Joy Store - Auckland
Find out more about the Kindness Collective
Pop into your local Armstrong's to donate!