TK Maxx Launches Large Charity Campaign

In Celebration of World Children’s Day: TK Maxx Launches Large Charity Campaign

To mark World Children’s Day on September 20th, TK Maxx is once again launching a major charity campaign this year to empower children living in poverty in Germany. A highlight of the two-week campaign is a charity concert featuring singer Sarah Engels, hosted by Cathy Hummels. TK Maxx is organizing the event in collaboration with Children for a Better World e.V. (CHILDREN). The international off-price retailer and the children’s aid organization have already enjoyed a successful partnership for 13 years.

Helping children living in poverty to unlock their potential is a matter of great importance to TK Maxx. The company specifically supports the CHILDREN Lunch Table and the CHILDREN Discovery Activities. Through these initiatives, children are fortified with healthy meals and gain new experiences by venturing beyond their confined living environments. As part of the donation campaign, a charity event took place on September 20th at the TK Maxx store in Hamburg-Eppendorf. The main highlight of the event was a concert by Sarah Engels, who performed an exclusive selection of her songs alongside children from the CHILDREN partner, Gleiwitzer Bogen, from Hamburg. In a preceding panel discussion hosted by Cathy Hummels, celebrity guests provided personal insights into their experiences with the topic of “equal opportunities in Germany.”

Young visitors to the TK Maxx store in Hamburg-Eppendorf enjoyed a plethora of activities. Face painting, decorating fabric bags, and an interactive reaction wall provided entertainment. Cathy Hummels’ son, Ludwig, also took part in the activities and was seen at a public event for the first time.

“Together with CHILDREN, our joint efforts over the past 13 years have achieved remarkable results: 54 lunch tables in 47 cities, all near a TK Maxx store, more than 1.6 million healthy meals for over 9,800 fortified children, and generous donation revenues amounting to over 3.3 million Euros. We are proud and very grateful that we can contribute to opening up these perspectives for children living in poverty,” said Alexandra Friedemeyer, Marketing Director at TJX Germany.

Those who could not be present in Hamburg still have the opportunity to support the project:

Until September 30th, TK Maxx customers throughout Germany can participate in the World Children’s Day donation campaign. In every TK Maxx store, they can add 1 EUR (or more) to their bill at the checkout to support CHILDREN projects in over 54 local facilities in Germany. In addition, shopping bags and other products can be purchased for a good cause. Donation boxes can also be found year-round in TK Maxx branches. Cornelius Nohl, Managing Director of CHILDREN, expressed his gratitude: “Our heartfelt thanks go to our fantastic partner TK Maxx. The combined effort of the company for CHILDREN, the commitment of the TK Maxx staff, and the consistently generous support of the customers on World Children’s Day demonstrate how we can collectively combat the long-term effects of child poverty. For over 20 years, we have joined forces at TK Maxx locations nationwide to empower children and ensure a better future for them, enabling them to shape their lives independently.”

CHILDREN Discovery Activities – Highlighting New Opportunities:

Many children from low-income families often can’t ride a bike or swim, have never visited a theater, or seen the sea. Through CHILDREN Discovery Activities, they get the opportunity to explore new worlds and improve their life and career prospects.

CHILDREN Lunch Table:

In 54 partner facilities across Germany, socially disadvantaged children and adolescents receive regular meals, learn to cook themselves, and appreciate healthy nutrition. Background: Poor children often have an unhealthy diet, leading to more frequent illnesses, malnutrition, or obesity. The CHILDREN Lunch Tables aim to break this cycle.

About CHILDREN:

Children for a Better World (short: CHILDREN) is a donation-funded children’s aid organization based in Munich. Founded in 1994 by Gabriele Quandt and Dr. Florian Langenscheidt, it pursues three main objectives. In German hotspots, CHILDREN combats the consequences of child poverty. It also promotes engaged children and teenagers who commit themselves with their own ideas for other people’s benefit. In the CHILDREN Children’s Councils, children themselves decide on the allocation of funding. CHILDREN has been honored with notable awards, including the PwC Transparency Prize, the German Donor Award, the Westphalian Peace Prize, and a top rating from Stiftung Warentest.

About TK Maxx:

TJX Europe belongs to The TJX Companies, Inc., the leading off-price retailer in the USA and worldwide. TJX Europe operates the retail brands TK Maxx and Homesense in Europe. Since its first store opened in the UK in 1994, TK Maxx has been present in Germany since October 2007 and currently boasts 173 stores across the country. Altogether, the off-price company has more than 630 branches in Germany, the UK, Ireland, Poland, Austria, and the Netherlands. As of May 2023, customers can also shop online at www.tkmaxx.de.