The basics:
- Kinder, US Soccer Foundation launch three-year “Goals of Joy” program
- Initiative aims to support physical, emotional and social skills through soccer
- Program expects to reach over 30,000 children and families across the U.S.
Parsippany-based Ferrero North America‘s Kinder chocolate brand is officially kicking off an initiative aimed at bringing the physical and mental benefits of soccer to kids.
Goals of Joy is presented in collaboration with the U.S. Soccer Foundation. The three-year program is designed to advance overall wellbeing among children in underserved communities through trainings, community building and family events.
To celebrate the launch, Kinder and the U.S. Soccer Foundation teamed up with Newark Public Schools to host a family jamboree and opening ceremony Sept. 20 at Central High School.
Looking ahead, the partners plan to expand the program to additional markets. They also hope to leverage the upcoming Men’s and Women’s FIFA World Cups in summer 2026 and summer 2027, respectively, to generate deeper community and family engagement.
Ultimately, the partners hope to reach more than 30,000 youth and families, according to Kinder.
Scoring ‘Goals’
Kinder Innovation Manager Taya Friedman said, “The timing of the World Cup couldn’t be better, happening right here in our backyards. Soccer is captivating American families as the fastest growing sport in the U.S., which creates a natural entry point.”
Speaking of happiness
Centenary University in Hackettstown is the first school anywhere to offer a doctorate in happiness studies. Read about it here.
“Kids are already interested; families are watching together. We hope to channel that natural interest into greater confidence, stronger teamwork and problem-solving skills, and a deeper community to this community. It’s bigger than sport: soccer becomes the vehicle for teaching children critical social and emotional skills that they’ll need as they grow up,” she said.
According to Kinder, the program will integrate elements from its long-running Joy of Moving campaign as well as the foundation’s mentorship efforts to try to combat a downward trend of physical activity among U.S. youth.
Joy of Moving is active in more than 30 countries around the globe. The program is based on the principle that when children grow up active, they grow up happy. It utilizes scientifically recognized methodology that aims to get children moving through play to improve physical fitness while also developing cognitive, emotional and social skills.
Friedman said, “Since Kinder Joy of Moving was founded in 2005, we’ve reached 63 million children through 130-plus partnerships worldwide. In the U.S., we’ve partnered with a variety of organizations, most recently the Girl Scouts of Northern New Jersey. We held a family color run culminating in a Kinder Joy of Moving community event, with 300 kids and families.”
A first
She noted that while Kinder has worked with several national child advocacy programs in the past, Goals of Joy marks the first time the brand has teamed up with a major sports organization.
“What makes this partnership with the U.S. Soccer Foundation special is our shared focus on holistic child development — using soccer as a vehicle to help kids develop the … tools they need to succeed in life,” she said. “With Kinder Joy of Moving’s 20 years of play-based methodology and The Foundation’s 30 years of community relationships and proven programs, our complementary strengths create incredible potential for true impact.”
Friedman went on to say, “Goals of Joy isn’t your average program. It brings together 50 years of proven life skill development methodology and community engagement between Kinder Joy of Moving and The Foundation.”
According to Friedman, offerings will include “movement-based activities designed to help children build confidence, teamwork, problem-solving abilities and creativity while having fun.” It will also promote participating “in a supportive environment focused on personal growth and skill development.”
“I’m most excited about seeing it come to life, like in Newark … watching children and families share our joy in my local community. That’s when you see you’ve created something truly special,” Friedman said.
Editor’s note: This story was updated at 4:05 p.m. EST Oct. 1, 2025, to remove a reference to work to create mini-pitches and support proven programs.
