Our Mission

Every Child Deserves to Dream is dedicated to ensuring that every child, regardless of background, has the opportunity to imagine, create, and thrive. Founded by Joel Weinshanker, whose extensive background in the fancy dress industry has shaped his belief that creativity is not a luxury but a fundamental part of childhood, our mission is to remove financial barriers that prevent children from experiencing the joy of imaginative play.

With 4.2 million children living in poverty - the equivalent of 9 in every classroom of 30 - many families are forced to cut back on books, toys, and creative materials due to financial hardship*. A UNICEF UK report found that 71% of families say their budget is stretched to the limit, with 56% cutting back on playgroups, and half reducing spending on essential creative resources**.

We are launching with the donation of 100,000 costumes - worth over £1 million - on March 6th in partnership with Rubies, Smiffys, and World Book Day®, allowing children from all backgrounds to fully engage in this cherished celebration of reading and storytelling.

Beyond this initial campaign, we are committed to creating long-term impact through advocacy, partnerships, and community-led initiatives that provide equitable access to costumes, toys, and other resources for imaginative play. Together, we can build a future where every child is empowered to explore their imagination and realise their full potential.

Sources:
* National Foundation for Educational Research 2024;
** UNICEF UK 2023

Supporting every child in a challenging economy

This campaign is critical as the ongoing economic challenges are significantly impacting families’ ability to nurture their children’s creativity. A UNICEF UK report found that 71% of families say their budget is stretched to the limit, with 56% cutting back on playgroups, and half reducing spending on books, toys, and crafts. According to the National Foundation for Educational Research, disposable income for lower-income households is projected to remain below pre-pandemic levels until at least 2027/28**.

More than 4.2 million children are living in poverty - meaning 9 in every classroom of 30 face financial hardship***. Pupils from lower-income backgrounds are, on average, 10.3 months behind their peers by the end of primary school - a gap that has remained unchanged since 2022****. For many families, spending on creative materials and costumes is simply not an option.

Sources:
* UNICEF UK 2023;
** National Foundation for Educational Research 2024;
*** Child Poverty Action Group 2023;
**** Education Policy Institute 2024