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Proud partners of Kindness Collective

Kindness Collective are on a mission to reduce inequities by spreading kindness and resources to families living in poverty or experiencing hardship.


We’re proud to partner with Kindness Collective to support the mahi they do in communities across New Zealand. With the aim of tackling inequality from the ground up, each year Kindness Collective connects over a hundred thousand people with the things they need to live. Whether it’s food parcels and winter pyjamas, play spaces and gardens, or the fantastic Christmas Joy Store, Kindness Collective are in our communities giving those doing it hard a chance to thrive.


Mitre 10 joins a huge number of businesses, government agencies, social services, Kaupapa Māori organisations, community groups, charities, schools, and early learning centres to back Kindness Collective in getting help where it’s most needed.

FIND OUT MORE about Kindness Collective

Delivering Christmas Joy to every Kiwi kid


The Christmas Joy Store is a flagship programme for Kindness Collective, providing presents, food and treats to over 10,000 children and their families each year. We’re proud to host collection bins in our stores where our customers and members of the public can donate brand new toys to make Christmas magic for kids in need.

The Joy Store invites referred parents and caregivers to visit the pop-up and choose gifts for their loved ones they know they will like, and they don’t pay a dollar. The dignity of choice is of huge importance to the Kindness Collective - it’s not about giving kids any old thing, it’s about giving them something they’ll love. Christmas joy doesn’t end with the Joy Store, as Kindness Collective works with partners nationwide to get gifts where they need to go, ensuring that Santa doesn’t miss a single chimney in New Zealand.

Together, we donated over 8,000 toys in 2024. Let’s break that record this Christmas!

Creating meaningful spaces together

As a nationwide organisation, there’s nowhere Kindness Collective doesn’t go. No matter where they go to spread kindness, a Mitre 10 store isn’t far away. Our stores regularly team up with Kindness Collective for garden and playground builds in their communities. From chipping in materials to supplying volunteers, Mitre 10 and Kindness Collective have delivered plenty of small yet meaningful spaces across the country. We’re proud of this mahi and of our team members who are always keen to get stuck in. Check out some of the projects below.