Child's Play is a non-profit organization begun in 2003 by the creators of the Penny Arcade comic strip, as a way to help sick children and show the world the softer side of people who play videogames. Through the generosity of gamers and the videogame industry, Child's Play raises toys, games and cash for sick children through an ongoing online toy drive and annual charity auction. As of January 16, 2009 Child's Play has racked up a total of $1,434,377, the third consecutive year its exceeded the million dollar mark.