TOMS ANNOUNCES LA LA LAND KIND CAFÉ TAKEOVER AND FIRST-EVER FAMILY CASTING CALL

LOS ANGELES, May 7, 2025 /PRNewswire/ -- Iconic footwear brand TOMS is thrilled to announce a new collaboration with La La Land Kind Café as a continuation of its Moments of Joy campaign. Launching May 8, 2025, TOMS will host a limited-time cafe takeover at two of the top La La Land Kind Cafés in Los Angeles at Santa Monica and The Grove locations. In addition to the pop-up, TOMS will launch its first-ever Family Casting Call, inviting families across the U.S. and Canada to share their stories for a chance to be featured in the company's next marketing campaign.

TOMS' cafe takeover will bring moments of joy in more ways than one. To start, customers can sip on the exclusive TOMS' "Cup of Joy" drink: an iced vanilla latte or matcha topped with a signature blue spirulina foam, exclusively served at select La La Kind Café locations. The space will also encourage customers to share their experience on social media, with cute TOMS-branded decor, photo-worthy moments, and a peek at some of their most popular shoes from the Spring 2025 collection. To kick things off, the first 100 customers to visit each location on May 8 for the grand opening will receive a free pair of TOMS sunglasses with their TOMS Cup of Joy purchase.

TOMS has made a name for itself with its cool, laid-back LA roots, combining versatility, comfort, and on-trend style. TOMS has also woven giving back and community empowerment into its mission since the beginning. Today, TOMS purchases help support children's education, health and well-being, giving kids everywhere the gift of better tomorrows. The partnership with La La Land Kind Café reflects this brand ethos, aligning with their own mission of spreading kindness and making a lasting impact. To celebrate the collaboration, TOMS is donating to the La La Land Foundation to help benefit foster youth in our communities.

"At La La Kind Café, our mission has always been to spread kindness and uplift youth aging out of foster care. Partnering with TOMS—another brand deeply rooted in purpose—amplifies that mission in such a meaningful way," said Francois Reihani, CEO and founder of La La Kind Café. "Together, we're not just raising awareness this month; we're creating real opportunities and lasting change."

In tandem with the pop-up, TOMS is introducing its first-ever Family Casting Call, running May 8 through May 30. The brand believes every family has a story worth celebrating – one filled with joy, confidence, and purpose. TOMS is searching for real families who embody these values to feature in its next marketing campaign.

Families can participate in two ways:

• Enter Online: Submit up to three family photos and answer a few short questions about how your family embodies TOMS' core values by visiting TOMS.com/casting between Thursday, May 8 - Friday, May 30, 2025
• Enter in Person (Los Angeles only): On Saturday, May 17 at La La Land Kind Café The Grove and Sunday, May 18 at La La Land Kind Café Santa Monica, families can stop by to snap a free professional family photo, receive a printed and digital copy, and enjoy a complimentary TOMS Cup of Joy latte with contest entry.

100 families will be selected for a public voting round. The top 10 will move into a final round, with one grand prize winner receiving a professional LA-based photo shoot experience, a spot in TOMS' next marketing campaign and a $1,000 TOMS gift card. Two runners-up will take home TOMS gift cards.

TOMS X LA LA LAND KIND CAFÉ TAKEOVER LOCATIONS

• La La Land Kind Café The Grove - 189 The Grove Drive, Los Angeles
• La La Land Kind Café Santa Monica - 1426 Montana Ave, Santa Monica

"Everything we're doing, from the café takeover to the casting call, is about bringing joy to real people in real moments," said Amber Tarshis, Chief Brand and Impact Officer at TOMS. "Whether it's through a joyful latte or meaningful family story, we want to celebrate the everyday ways our brand shows up in people's lives. And we couldn't think of a better partner to help us do this than La La Land Kind Café."

TOMS has deep roots in the LA community and is excited to extend that even further with the La La Land Kind Café collaboration. TOMS' newest collection - which will be highlighted at the pop-up - is available to shop now at TOMS.com.

Media Contact:
TOMS - Sarah Lundgren - slundgren@michelemariepr.com
La La Land Kind Café - jamie.w@infinitycreativeagency.com 

ABOUT TOMS SHOES, LLC
We bring effortless style and endless comfort to your everyday life. From little moments to big adventures, our shoes empower you and yours to take on each day with confidence, joy, and purpose. TOMS makes the in-between moments matter as much as the destination - every step is one worth celebrating. Born in the heart of Venice Beach in 2006, our laid-back, easygoing spirit is woven into every pair. It all began with the Alpargata - our iconic slip-on that became synonymous with simplicity, comfort, and community. Today, we offer styles for everyone, with a variety of designs for wherever your day takes you. But TOMS is more than shoes - we're in business to improve lives. Your TOMS purchase helps support children's education, health, and well-being. Together, we've positively impacted over 105 million lives. As a Certified B Corp, doing good is literally in our soles.

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. Learn more at lalalandkindcafe.com.

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.

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SOURCE TOMS