TOMS’ Moments of Joy campaign has kicked off in Los Angeles with a two-week café takeover at La La Land Kind Café’s Santa Monica and The Grove. In partnership with the La La Land Foundation, the initiative brings kindness and community front and center, featuring custom ‘Cup of Joy’ lattes, photo-worthy moments, and a preview of TOMS’ Spring ’25 footwear.
From TOMS’ groundbreaking “One for One” giving model and giving 1/3 of their profits for good to focusing on bright futures for children everywhere, the footwear brand has always used business to give back to their communities. In sync with the larger vision, this collaboration celebrates community and gives back to it. TOMS is donating to the La La Land Foundation in support of foster youth, aligning with both brands’ shared mission of spreading kindness and creating meaningful impact.
The footwear brand has kicked off its first-ever “Family Casting Call”, running May 8–30, 2025. Families across the U.S. and Canada are invited to share their stories at TOMSCasting.com and one grand prize winner will star in TOMS’ upcoming marketing campaign and also receive a $1,000 gift card!! At TOMS, the team believes the every family has a story—and they want to help share it. They’re looking for families that reflect the heart of their brand: those who lead with joy, confidence, and purpose.
Simply submit up to three photos of your family and answer a few short questions about what makes your family unique for a chance to be featured in a TOMS’ photo shoot experience—and included in an upcoming campaign. Submissions can be made up to 30 May. the footwear brand has also hosted two in-person Casting Calls in Los Angeles, at La La Land Kind Café’s The Grove and Santa Monica. Here, families took a professional family portrait, entered the contest, and enjoyed a free TOMS’ Cup of Joy.
From here, 100 families will be selected for Round Two, where the public will vote. The Top 10 will move on to a final review, with one Grand Prize Winner receiving a photo shoot experience valued at $6,500 and a $1000 gift card, and two Runners-Up receiving gift cards worth $750 and $500 respectively.
About Toms’ Shoes, LLC
TOMS brings effortless style and comfort to everyday life. From little moments to adventures, the shoes empower families to take on each day with confidence, joy, and purpose. TOMS makes the in-between moments matter as much as the destination. Born in Venice Beach in 2006, the laid-back spirit is woven into every pair. It all began with the Alpargata – their iconic slip-on popular for its simplicity, comfort, and community. Today, the brand offers styles for everyone.
That said, TOMS is more than shoes – they’re making an impact with every purchase, from product innovations to global giving initiatives. Each TOMS purchase helps support children’s education, health, and well-being. In 2024, the brand received their highest B Corp score – 31% higher than their first score – showcasing the team’s dedication to progress, especially in their environmental efforts and impact on the community.
About La La Land Kind Café
La La Land Kind Café is a mission-driven coffee shop founded by social entrepreneur Francois Reihani to “normalize kindness” through hospitality and purpose. Launched in 2019 in Dallas, Texas, the café is known for its sunny yellow branding, organic ingredients, and feel-good energy—but it’s more than just great coffee. La La Land Kind Café is a social enterprise dedicated to supporting foster youth aging out of the system, providing paid internships, mentorship, and real-world job training through its nonprofit, the We Are One Project. With a growing footprint of locations across Texas and California, the café’s motto—“Kindness first, coffee second”—is at the heart of everything it does.
About La La Foundation
The La La Foundation is the nonprofit arm of La La Land Kind Café, created to empower and uplift foster youth aging out of the system. Founded by Francois Reihani, the Foundation provides critical life skills, paid job training, mentorship, and long-term support to help young adults transition successfully into independent living. At the heart of the La La Foundation is a belief that everyone deserves to be seen, supported, and given a fair chance. Through its holistic programming and community-driven approach, the Foundation works to rewrite the narrative for former foster youth—one act of kindness at a time. To learn more or get involved, visit La La Land Foundation.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
