Shine On! Kids

Name

Shine On! Kids

Legal name

特定非営利活動法人 シャイン・オン・キッズ

Website

https://sokids.org

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Pediatric Psychosocial Support Services

NAICS

Child and Youth Services (624110), Voluntary Health Organizations (813212), Individual and Family Services (6241)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

akta.pro secondary industry

Behavioral Health for Children & Adolescents (Youth Services) (HLAFACAL)

Keywords

• Pediatric psychosocial support
• Animal-assisted therapy
• Hospital facility dogs
• Childhood cancer support
• Art therapy programs

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Individual Donations: One-time and recurring donations from individuals, both in Japan and overseas. Monthly 'Dream Supporter' programs for facility dog support, Beads of Courage, and general mental care fund. No commercial product revenue.
2. Corporate Partnerships and Sponsorships: Companies sponsor facility dog programs (e.g., AXA Japan sponsors HFD Annie), fund training, provide matching gifts, or participate in payroll giving programs. Corporate cause marketing partnerships donate a portion of product sales.
3. Crowdfunding: Regular crowdfunding campaigns through ReadyFor platform. The 2024 campaign raised 33,419,000 yen. Goal for 2025 was 30 million yen. All-in crowdfunding model.
4. Event Fundraising: Annual Executive Fight Night gala (Vegas-style boxing event) at Grand Hyatt Tokyo. Proceeds support the Hospital Facility Dog program. Raised over 20 million yen at EFN XIII (2025). Also holds charity music events, extravaganza galas.
5. Cause Marketing (Donation-type goods): Sales of charity goods where a portion of proceeds is donated. Examples include Moomin charity goods designed by childhood cancer survivors, Montbell custom vests for facility dogs. Also Amazon Wish List donations of supplies.
6. Legacy / Bequest Donations: Bequest donations through wills. Shine On! Kids is a Certified NPO, making bequests to the organization tax-exempt under inheritance tax.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Shine On! Kids delivers free psychosocial support programs to children with cancer and other serious illnesses in Japanese hospitals. Its core offerings pair specially trained Hospital Facility Dogs with certified-nurse handlers who work as part of the medical team, distribute the Beads of Courage® art-therapy program across 30+ hospitals, run Camp Courage survivor programs, and deliver Shine On! Connections virtual sessions using OriHime robots and iPads. All programs are funded by donations, corporate sponsorships, and crowdfunding; none are commercial products.

Product overview

Shine On! Kids operates a portfolio of psychosocial support programs for children with cancer and serious illnesses in Japan. The core offerings include the Hospital Facility Dog Program (pairing specially trained dogs with nurse handlers in children's hospitals), Puppy Training Program (domestically training facility dogs to international standards), Beads of Courage® (art therapy using colored beads to document treatment journeys), and Camp Courage for Survivors (peer support camp for cancer survivors). The portfolio was expanded during COVID-19 with Shine On! Connections (virtual psychological care using OriHime robots and online activities) and Shine On! Friends (online community for survivors). These programs are unified by a mission to provide emotional support, courage, and hope to hospitalized children and their families throughout Japan.

Differentiator

Problem solved

Functional benefit

Brands

• Hospital Facility Dog Program: Program pairing specially trained facility dogs with clinician handlers to support pediatric patients in hospitals
• Beads of Courage
• Camp Courage for Survivors
• Shine On! Connections
• Shine On! Friends
• Shine On! Community
• Shine On! Connections Plus
• Puppy Training Program
• Carry a Bead Program
• Team Beads of Courage
• Heart Care Support Fund
• Facility Dog Dream☆Supporter
• Executive Fight Night

Products and services

• Hospital Facility Dog Program Pairs specially trained Facility Dogs with Clinician Handlers (certified nurses) who work as part of the medical team at children's hospitals, supporting pediatric patients through bedside visits, accompanying patients to surgery, sitting during medical procedures, working with rehab patients, and comforting family members.
• Puppy Training Program Japan's first hospital facility dog puppy training program compliant with international Assistance Dog training and program standards (Assistance Dogs International). Trains puppies for 18-24 months using positive reinforcement across four stages, with up to 100 commands and socialization to various environments.
• Beads of Courage® Art therapy program where children with cancer or serious illnesses receive colorful beads corresponding to each aspect of their treatment journey. Children collect approximately 900 beads per year on average, with the strand representing their strength, courage, and hope throughout treatment. Includes special 'Ganbatta-ne Beads' with handwritten encouragement messages.
• Camp Courage for Survivors Camp program for childhood cancer survivors where participants take leadership roles in planning activities. Part of the Shine On! Community network focused on peer support, leadership development, and career pathways for survivors.
• Shine On! Connections Virtual psychological care program launched during COVID-19, distributing 4G-connected iPads and OriHime telepresence robots to hospitals with live interactive sessions including virtual facility dog visits, English cross-cultural communication, music workshops, storytelling, science/math GEMS workshops, family support activities, and technology education.
• Shine On! Friends Online peer-support community website for childhood cancer survivors where members can connect, share experiences, access event information, and find resources about supporting children with cancer and serious illnesses.
• Carry a Bead Program Support program where participants receive a pair of beads to carry during personal challenges. One bead is kept by the supporter while the other, with an encouraging message, is sent to a child in the Beads of Courage program.
• Shine On! Connections Plus Extended online program for childhood cancer survivors providing monthly live events including play sessions, GEMS science workshops, virtual excursions, and parent-focused workshops on topics like mindfulness and school support.

Quantifiable outcome

• Over 50,000 patient visits completed by HFD teams since program inception
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

17 partnerships are on record, tiered flagship, core, major and minor.

• Montbell Co., Ltd.flagshipStrategic or Co-development Partner · 1 February 2026Developed and donated custom Hospital Facility Dog vests through Montbell Club Fund. Developed 77 custom vests (S/M/L sizes) with input from handlers, including breathable mesh lining, front-leg clearance cuts, and thin buckles for easy removal during co-sleeping. All development costs and vests donated.
• Japan Blind Guide Dogs Association / Japan Service Dog Association / Japan GEMS CentercoreStrategic or Co-development Partner · 1 October 2025Three-organization joint symposium on animal-assisted therapy for medical professionals. Co-hosted with Japan Blind Guide Dogs Association, Japan Assistance Dogs Association, and Shine On! Kids. Supported by National Center for Child Health and Development and multiple pediatric hospitals.
• Taiho Pharmaceutical Co., Ltd.majorGTM or Marketing Partner · 1 July 2025Participated in Ganbatta-ne Beads workshop, creating 30 handwritten encouragement cards for children undergoing treatment. Supports the emotional care of pediatric patients through the Beads of Courage program.
• Tokyo Metropolitan Children's Medical CenterflagshipStrategic or Co-development Partner · 1 June 2025Formal collaboration agreement signed in 2025 to formalize joint efforts for the Hospital Facility Dog program. Building on six years of Ivy's achievements. Hospital launched crowdfunding for a second HFD team (Tommy for psychiatric ward). Agreement aims to establish a national model for HFD programs.
• Cybozu Inc.majorGTM or Marketing Partner · 1 January 2025Hosted Reflection Beads workshop at Tokyo office as part of AYA Week 2025. Provided venue for young cancer survivors and families to participate in the program.
• OriHime (Ory Lab)coreTechnology or Integration · 1 June 2020Telepresence robot OriHime used in Shine On! Connections virtual program. Children in isolation can control the robot remotely, providing a sense of empowerment and connection during COVID-19 restrictions.
• Career Dogs Australia (CDA)coreStrategic or Co-development Partner · 1 January 2019Sourced HFD candidate puppies from CDA, a globally recognized organization specializing in breeding dogs for Assistance and Service Dog work with superior skill in assessing each puppy's potential. Puppies Ty, Masa, Mana, Sora, Amy, and Luca were sourced from CDA.
• Assistance Dogs International (ADI)coreTechnology or Integration · 1 January 2019Global governing body for Assistance Dog organizations. Shine On! Kids operates its HFD training program in accordance with ADI's international standards and ethics. All training, puppy evaluation, and graduation testing follows ADI protocols.
• Marina Rodriguez (Assistance Dog Trainer)coreStrategic or Co-development Partner · 1 January 2019Dedicated Assistance Dog trainer and occupational therapist. Trained dogs at ADH (US) and Bocalan (Argentina). Of 52 dogs trained, 10 work as HFDs in the US and Japan. Leads puppy training in Japan.
• Dr. Catherine Dorr (Assistance Dog Instructor)coreStrategic or Co-development Partner · 1 January 2019Assistance Dog instructor and trainer, doctor of occupational therapy. Senior OT at top US rehabilitation hospital with 13+ years as certified AD instructor. Has launched and overseen HFD programs at civilian and military hospitals in the US. Serves as Senior Director for Shine On! Kids.
• ADI Advisory Board Members (Dr. Sayaka Kuze-Arata, Dr. Ryohei Nishimura, Dr. Tomoko Takayanagi, Dr. Mariko Yamamoto)coreStrategic or Co-development Partner · 1 January 2019Four veterinary and medical specialists oversee the HFD training process to ensure safe work in medical facilities and healthy dog development. Members from Azabu University, University of Tokyo, Japan Service Dog Association, and Teikyo University of Science.
• AXA Holdings Japan Co., Ltd. (AXA Japan)flagshipGTM or Marketing Partner · 1 January 2019Official sponsor of Hospital Facility Dog Annie at Kanagawa Children's Medical Center since 2019. Donates for Annie's activities. AXA employees visited hospital wards and presented plush Annie dogs to children. AXA Japan has supported the program for over 7 consecutive years.
• Social media impersonation warning issued (facilitydogs_sok)minorOthers · 1 January 2018Identified and warned followers about Instagram impersonation account (facilitiydogs_sok) sending fraudulent investment DMs. Prompted followers to block and report. No actual partnership; this is a fraud alert.
• NHKmajorGTM or Marketing Partner · 1 January 2013Multiple NHK programs covered facility dogs (Bailey, Yogi, Annie, Ivy) and the Beads of Courage program. NHK ETV produced 'Paprika My Version - For Children in Hospital' (2020).
• 公益社団法人こどものホスピスプロジェクト TSURUMI Children's HospicemajorStrategic or Co-development Partner · 1 January 2011Beads of Courage program partner since 2024. Also trial site for Sibling Beads Program launched at this facility.
• Nippon Television (NTV)majorGTM or Marketing Partner · 1 January 2011Produced and aired 'Miracle Animal Story' segment featuring Shine On! Kids facility dogs, reaching mass audiences with the program's mission.
• Assistance Dogs of Hawaii (ADH)coreStrategic or Co-development Partner · 1 January 2009Original strategic partner for HFD program. ADH provided trained HFDs, mentorship, and oversight for the handler training program. Since ADH is a US-based charity that must prioritize its local community, Shine On! Kids launched its own domestic training program in 2019 to ensure sustainable supply.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Assistance Dogs of Hawaii (ADH): Originally trained and supplied Shine On! Kids' first Hospital Facility Dogs (Bailey, Yogi, Annie) and mentored the handler training program from 2009 onward. Operates an ADI-compliant facility dog program in US pediatric and military hospitals with the same clinical-integration model.
• Hand in Paw: Birmingham, Alabama-based nonprofit providing animal-assisted therapy and facility dog programs to pediatric hospitals, similar in mission and modality to Shine On! Kids' Hospital Facility Dog program but operating at a smaller, regional US scale.
• Beads of Courage, Inc. US-based nonprofit that licenses the Beads of Courage art therapy program globally. Shine On! Kids is its sole Japan partner, so the two organizations operate parallel programs serving the same patient population (children with serious illness) with the same intervention model.
• Children's Cancer Association (JoyRx): US nonprofit delivering JoyRx programs (music, friendship, and nature-based experiences) to seriously ill children and their families — directly parallel to Shine On! Kids' mission of psychosocial support for pediatric cancer patients. Operates with hospital partnerships, free-to-family delivery, and donation-based funding.

Broad incumbents

• Starlight Children's Foundation: Large US-headquartered nonprofit delivering entertainment, distraction, and psychosocial programs to hospitalized children across a broader pediatric population (not cancer-specific). Comparable hospital-distribution model, but operating at significantly greater scale and broader disease scope.
• Alex's Lemonade Stand Foundation: Large US childhood cancer nonprofit primarily funding research but also running psychosocial support programs. Comparable fundraising scale (tens of millions USD), pediatric oncology focus, and broad donor base — though US-based and research-weighted.

Regional players

• Make-A-Wish Foundation of Japan: Japan-registered affiliate of Make-A-Wish International granting wishes to children with serious illnesses. Same donor-funded nonprofit model serving an overlapping beneficiary population in Japan, though focused on wish-fulfillment rather than in-hospital psychosocial support.
• Ronald McDonald House Charities Japan: Japan affiliate of RMHC providing family accommodation and support near pediatric hospitals. Complements Shine On! Kids' programs by serving the same families during extended hospitalizations, but addresses housing/logistical needs rather than direct psychosocial care.

Others

• Childhood Cancer International: Global umbrella organization of which Shine On! Kids is a member. While not a direct peer, CCI membership signals positioning within the international childhood cancer NGO ecosystem and provides access to best-practice sharing, advocacy, and peer benchmarking.
• Assistance Dogs International (ADI): Global governing body that sets the training and operational standards Shine On! Kids' Hospital Facility Dog program follows. Functions as the standards-setting counterpart rather than a competitor, but is materially relevant for evaluating the organization's compliance and certification moat.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sokidsJP
• YouTubeyoutube.com/shineonkids
• Facebookfacebook.com/ShineOnKidsJapan
• Instagraminstagram.com/facilitydogs_sok

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shine On! Kids