How brands are supporting families impacted by the Los Angeles wildfires
When disaster strikes, it often highlights the strength and solidarity of a community—and the Los Angeles wildfires have been no exception. From baby gear companies replacing lost essentials to clothing brands providing fresh wardrobes for displaced children, to even photo companies helping preserve precious memories—this crisis has underscored the power of collective action.
For parents, balancing the chaos of a wildfire emergency with the needs of their children is no small feat. Explaining the gravity of the situation while providing reassurance can feel overwhelming, but it’s also an opportunity to teach kids about resilience, compassion, and community care.
Turning support into a teachable moment
The wildfires are a stark reminder of how unpredictable life can be, but they’re also an opportunity for families to come together and find meaningful ways to make a difference. Many brands have stepped up to offer tangible support—from Cybex donating strollers and car seats to affected families, to Bobbie Formula covering the complete feeding journey for impacted families whether they’re current customers or not. Companies like Lalo and Babyletto are replacing lost baby gear and cribs, while Kyte Baby and Rylee & Cru are providing fresh clothing and pajamas for little ones who’ve lost everything. Even cherished memories are being preserved, with companies like Chatbooks, Artifact Uprising, and Shutterfly offering to reprint family photo books and wall art lost to the fires.
Beyond accepting these resources, families can use this as a teachable moment to model kindness and gratitude.
Explain the situation in age-appropriate ways. Kids often have questions about the “why” behind disasters. Use simple, clear language to explain what’s happening. For younger children, focus on safety and community helpers; for older ones, consider discussing the environmental factors or the importance of emergency preparedness.
Take action together. Whether it’s writing thank-you notes to companies offering help or donating to relief funds, involve your kids in acts of kindness. These small actions give them a sense of agency and help them process the event in a constructive way.
Lean on community resources. From local shelters to support networks, this is a time to show your kids the strength in asking for and giving help. Modeling this openness can instill a sense of connection and belonging, even during uncertain times.
Helping kids process and cope
Children often take their cues from the adults around them. Staying calm and focusing on solutions rather than fears can help kids feel secure. Encourage them to express their emotions through drawing, journaling, or talking. For families directly affected, seeking mental health support as a unit can help everyone move forward with strength and understanding.
Rallying behind support initiatives
While it’s easy to feel overwhelmed during such a disaster, it’s also inspiring to see brands and organizations stepping up. The response has been particularly touching when it comes from those directly affected—like WeNatal co-founder Ronit Menashe, who, despite losing her own home to the fires, immediately announced her company would provide free supplements to impacted families. Companies are finding creative ways to provide comfort, from Slumberkins donating special ‘Sprite’ snugglers designed to help children process grief and loss, to Tubby Todd offering care credits for displaced families. Through partnerships between brands like Coterie, Perelel, and Bobbie, essential supplies are reaching those in need through organizations like Baby2Baby.
Other companies are stepping up in unique ways: Rent the Runway is offering up to 10,000 codes for two free months of clothing rental to those impacted, while Made By Mary is replacing lost jewelry pieces that hold special memories. Even everyday essentials are being covered, with Wild sending shipments of body care products and Reima providing new kids’ clothing and shoes to affected areas.
When the fires subside, these lessons of empathy and resilience will remain, shaping how your family navigates not just this crisis, but others in the future. Because when families and communities come together, there’s no challenge we can’t face.
