Shine On Kids

What Shine On Kids does

Shine On! Kids is a Tokyo-based certified nonprofit organization (NPO) founded in 2006 that delivers psychosocial support programs to children with cancer and other serious illnesses in Japan. Operating under the former name Tyler Foundation until its 2022 rebrand, the organization runs six core programmatic lines: the Hospital Facility Dog (HFD) Program with 9 active nurse-handler dog teams currently placed across 4 hospitals and a stated goal of 13 teams by 2028; Beads of Courage, an oncology bead-work program deployed in more than 30 partner hospitals; Shine On! Connections, which integrates OriHime telepresence robots from Ory, Inc. to enable remote interaction for isolated pediatric patients; Camp Courage retreats; Shine On! Friends peer support; and a Puppy Training Program that prepares future facility dog candidates.

The underlying technical assets are limited primarily to programmatic delivery infrastructure rather than software platforms, with the OriHime integration representing the most notable technology component. The facility dog model itself is a specialized clinical-operations system requiring nurse-handler credentialing, multi-year dog training, hospital infection-control compliance, and embedded placement agreements, functioning as a high-fidelity service delivery framework rather than a scalable technology product.

As a certified NPO, Shine On! Kids operates a diversified fundraising model spanning individual donations, corporate sponsorships, crowdfunding campaigns on platforms including ReadyFor and Syncable, cause marketing partnerships, planned-giving bequests, and signature events anchored by the Empty Flower Night (EFN) fundraiser, which held its 13th edition in 2025 generating over ¥20 million alongside approximately ¥33.4 million raised through crowdfunding from roughly 2,900 supporters. The beneficiary customer base is institutional (30-plus hospital partners) while the paying customer base is a broad mix of individual donors and corporate sponsors, with no single revenue dependency disclosed.

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/ja/

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Shine On! Kids is a Tokyo-based certified NPO founded in 2006 that delivers psychosocial support programs — facility dog teams, Beads of Courage, telepresence connections, and camps — to children with cancer and serious illnesses across 30-plus Japanese hospitals, funded by individual donations, corporate sponsorships, crowdfunding, and signature events.

Ownership category

akta.pro rank

Product category

Pediatric Psychosocial Support Services

NAICS

Child and Youth Services (62411), Child and Youth Services (624110), Other Individual and Family Services (624190), Individual and Family Services (6241)

SIC

Services-Social Services (8300), Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

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

akta.pro secondary industries

Transition & School-Readiness Support for Special Needs Children (HSAAAIAO), Pediatric Rehabilitation & Developmental Therapy Centers (PT/OT/SLP) (HLAFAJAL)

Keywords

• Pediatric psychosocial support
• Hospital facility dogs
• Childhood cancer programs
• Art therapy services
• Nonprofit healthcare services

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: One-time and monthly donations from individuals via credit card, PayPal, and bank transfer. Tax deductible in Japan and US. Donation amounts range from ¥1,000 monthly to ¥50,000 one-time.
2. Corporate Sponsorships: Corporate partners sponsor specific programs, facility dogs, or provide in-kind donations. AXA Japan sponsors Hospital Facility Dog Annie at Kanagawa Children's Medical Center. Companies like Montbell provide equipment.
3. Crowdfunding Campaigns: Periodic crowdfunding campaigns through ReadyFor and Syncable platforms for specific initiatives. The 2025 facility dog breeding crowdfunding raised ¥33,419,000, exceeding the ¥30 million goal.
4. Event Fundraising: Annual galas (Amazing Extravaganza) and Executive Fight Night boxing events generate significant donations. EFN XIII raised over 20 million yen. Events feature celebrity guests and corporate supporters.
5. Social Enterprise (Cause Marketing): Partnership products where companies donate portion of sales. Moomin charity goods designed by childhood cancer survivors sold through partner retailers.
6. Bequest/Legacy Donations: Accepts legacy gifts through wills, designated as a Certified NPO making bequests tax-exempt.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Shine On Kids is a Japanese certified nonprofit that delivers psychosocial support programs to children with cancer and serious illnesses hospitalized in pediatric facilities. Its core offerings include the Hospital Facility Dog program (specially trained dogs paired with certified-nurse handlers integrated into hospital medical teams), the Beads of Courage art-therapy intervention, and the Shine On! Connections virtual support program delivered via OriHime telepresence robots and tablets.

Product overview

Shine On! Kids is a certified NPO operating a portfolio of psychosocial support programs for children with cancer and serious illnesses in Japan. The core offerings include: (1) Hospital Facility Dog Program pairing specially trained dogs with nurse handlers in children's hospitals, (2) Beads of Courage art intervention program active in 30+ hospitals, (3) Shine On! Connections virtual care program using OriHime robots and iPads, (4) Shine On! Community brand for survivor programs including Camp Courage and Shine On! Friends. The organization also runs a domestic puppy training program to breed and train facility dogs domestically for the first time in Japan. Programs are funded through individual donations, corporate partnerships, and government grants.

Differentiator

Problem solved

Functional benefit

Brands

• Tyler Foundation: The original name of Shine On! Kids, used interchangeably in historical references.

Products and services

• Hospital Facility Dog Program Pairs specially trained Facility Dogs with clinician handlers (certified nurses) who work daily at children's hospitals as part of the medical team, supporting pediatric patients through procedures, rehabilitation, and emotional comfort.
• Beads of Courage Evidence-based art intervention program in which children with serious illnesses receive colorful glass beads corresponding to each aspect of their treatment journey, helping them document their personal story of strength and resilience.
• Shine On! Connections Virtual psychological care program distributing iPads with 4G connectivity and OriHime telepresence robots to hospitalized children, providing interactive content including virtual facility dog visits, English language activities, music workshops, storytelling, and STEAM education.
• Puppy Training Program Japan's first domestic Hospital Facility Dog training program operating in compliance with Assistance Dogs International standards, training puppies to become certified facility dogs for pediatric hospitals.
• Camp Courage for Survivors Summer camp program for childhood cancer survivors providing peer support, mentorship training, and leadership development opportunities for program graduates.
• Shine On! Community Unifying brand for survivor-focused programs including Camp Courage, Kid's Planning Room, and Shine On! Friends, connecting survivors with peers and mentoring current pediatric patients.

Quantifiable outcome

• Over 50,000 patient visits completed with zero infection incidents since program inception
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered major, core and minor.

• Montbell Co., Ltd.majorStrategic or Co-development Partner · 5 February 2026Outdoor equipment company developed custom vests for facility dogs. Development included透气mesh lining, front-leg-friendly cuts, and thin buckles for easy removal during bedside snuggles. Funded through Montbell Club Fund with 77 vests donated.
• Japanese Welfare Dog Association (Japan Anjie Day)majorTechnology or Integration · 1 January 2025Third-party evaluator for facility dog graduation testing. Social welfare corporation providing external evaluation for ADI-compliant certification, enhancing objectivity and reliability of审查.
• Taiho Pharmaceutical Co., Ltd.majorGTM or Marketing Partner · 1 January 2025Participated in Ganbatta-ne Beads workshop creating 30 cards for special encouragement beads. Employees wrote heartfelt messages for children undergoing treatment.
• Cybozu Inc.majorGTM or Marketing Partner · 1 January 2025Hosted AYA Week 2025 Reflection Beads event at Tokyo office. 15 young people participated in workshop for childhood cancer awareness.
• OriHime (Ory Laboratory)coreTechnology or Integration · 1 June 2020Provider of telepresence robots for Shine On! Connections virtual program. Robots enable isolated patients to participate in interactive sessions and virtual hospital visits. Children control robots via iPad, providing empowerment.
• Career Dogs Australia (CDA)coreStrategic or Co-development Partner · 1 January 2019Sourcing partner for HFD candidate puppies. Globally recognized organization specializing in breeding dogs for Assistance and Service Dog work. Puppies Ty, Masa, Mana, Sora, Amy, and Luca sourced from CDA. Provides temperament and health evaluation from early age.
• Grand Hyatt TokyomajorGTM or Marketing Partner · 1 January 2019Venue partner for Executive Fight Night annual gala. Hosts 480+ guests in Vegas-style boxing event with all proceeds supporting Hospital Facility Dog program.
• 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). Trained 52 dogs total, 10 working as HFDs in US and Japan. Full-time trainer for SOK puppy program.
• Dr. Catherine Dorr (Assistance Dog Instructor)coreStrategic or Co-development Partner · 1 January 2019Senior Assistance Dog instructor and trainer. Doctor of occupational therapy with MS in global medicine. Senior OT at top US rehabilitation hospital. 13+ years as certified AD instructor. Oversees SOK training program remotely.
• AXA Holdings Japan Co., Ltd.majorGTM or Marketing Partner · 1 January 2018Official sponsor of Hospital Facility Dog Annie at Kanagawa Children's Medical Center since 2018. AXA employees visit hospital wards, present plush Annie dogs to children, and participate in ward activities. Deep partnership demonstrating corporate social responsibility.
• Club 360majorGTM or Marketing Partner · 1 January 2017Training base for Executive Fight Night participants. Tokyo fitness facility that trains executives for the annual boxing charity event. Partners since 2017 for EFN events.
• Empire EntertainmentmajorGTM or Marketing Partner · 1 January 2017Event production company that creates the Vegas-style Executive Fight Night boxing events. Manages event logistics, entertainment, and production for annual charity gala.
• Childhood Cancer International (CCI)coreStrategic or Co-development Partner · 1 January 2012Global organization (formerly ICCCPO) dedicated to cooperation and information sharing between parent groups worldwide. Goal is providing resources to improve treatment and care of children with cancer in their home countries.
• Japan Pediatric Leukemia Study GroupminorStrategic or Co-development Partner · 1 January 2011Historical partnership supporting specific pediatric leukemia research projects that could not otherwise be funded. Program ran 2009-2010.
• Assistance Dogs of Hawaii (ADH)coreStrategic or Co-development Partner · 1 January 2009Original training partner for Hospital Facility Dog program. Provided trained HFDs, mentorship, and oversight for handler training program. Founder Maureen Mauera developed Japan's first facility dog Bailey. Partnership established because no Japanese organization had international-standard HFD experience.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Starlight Children's Foundation: Global nonprofit delivering psychosocial support (entertainment, play, distraction programs) to hospitalized children with serious illnesses. Directly comparable mission, hospital-partnership delivery model, and donor-funded structure to Shine On! Kids.
• Beads of Courage (US): US-based originator of the Beads of Courage art intervention program, of which Shine On! Kids is the only licensed international partner in Japan. Direct programmatic peer for the organization's largest portfolio (30+ hospitals).
• Ronald McDonald House Charities Japan: Operates family accommodation and support programs for families of children with serious illnesses in Japanese hospitals. Comparable certified NPO-style structure with hospital partnerships and donor/event-driven fundraising.
• Make-A-Wish Japan: Japanese affiliate of global Make-A-Wish, granting wishes to children with critical illnesses. Comparable NPO structure, hospital referral channels, corporate sponsorships, and event-driven fundraising in Japan.
• Children's Cancer Association of Japan (CCAJ / 公益財団法人 がんの子どもを守る会): Long-standing Japanese nonprofit supporting children with cancer and their families through counseling, financial aid, and advocacy. Most direct domestic peer given overlapping mission, geography, and certified-NPO status.
• Gold Ribbon Family (認定NPO法人 ゴールドリボン・ネットワーク): Japanese certified NPO supporting childhood cancer patients and survivors through family support, advocacy, and awareness campaigns. Shares certified-NPO structure, donor base, and hospital-network approach in Japan.
• Smile Train Japan: Japan affiliate of a major global health nonprofit delivering medical and psychosocial support to children with cleft conditions. Comparable Japanese NPO structure, corporate partnerships, hospital network, and event-driven fundraising model.

Broad incumbents

• Therapy Dogs International: Large US-based organization training and registering therapy dogs for clinical and educational settings. Comparable program methodology to Shine On! Kids' Hospital Facility Dog Program, though broader scope (not pediatric-cancer focused) and operates outside Japan.
• Canine Companions for Independence: Major US nonprofit providing trained assistance dogs for people with disabilities, with rigorous international-standard training methodology paralleling Shine On! Kids' ADI-compliant facility dog program. Larger scale and broader mission.

Emerging players

• Assistance Dogs of Hawaii: Original training partner that brought facility dogs to Japan and trained Bailey (SOK's first Hospital Facility Dog). Operates in similar clinical-facility dog space with ADI standards; relevant as both a partner and a US-based functional peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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