Children’s companies are reaching out to those deeply affected by Japan’s recent record-breaking earthquake and subsequent tsunami.

New York-based Kids In Distressed Situations (K.I.D.S.) has established a Japan Earthquake Tsunami Children’s Fund and is asking retailers and manufacturers to provide donations of new products and for the public to provide monetary support to the long-term relief effort by visiting www.KIDSdonations.org. K.I.D.S. is collaborating with its not-for-profit partners to deliver urgently needed new items such as blankets, undergarments to affected children and families.

Through the K.I.D.S. 10-to-1 system of matching donations, the organization will donate US$10 worth of new products for every US$1 raised. Donations of US$5, which will provide US$50 of new merchandise to child in need, may be made by texting the word ALLKIDS to 85944.

Toronto, Canada-based Spin Master, which has been in collaboration with Japan Vistec on the Bakugan brand, is donating US$100,000 to search and rescue initiatives for those who have been displaced by the natural disasters. Spin Master’s donation is being channeled through the Red Cross and Israel’s Forum for International Humanitarian Aid, IsraAID. These two organizations are working to provide first aid, emotional support and relief items to those affected.