A wish kid looked up at Spiderman and said, “I love you.”
Batman said it right back. No hesitation.
Like nothing else in the world mattered more than that moment.
Nothing did.
—
On World Wish Day, April 29th, Sugarwish was invited to Wishes Assemble at Disneyland. The kickoff to Make-A-Wish’s Wish Week.
Not as spectators. As partners.
I didn’t fully understand what that meant until I was standing in it.
Nearly 40 families. Inside a place built for magic. Experiencing something most of us take for granted.
You feel the difference.
This isn’t branding. It’s responsibility.
—
Bob Iger was honored that night with Make-A-Wish’s first-ever Wishmaker Lifetime Achievement Award.
During his time at Disney, they’ve helped grant over 110,000 wishes.
Here’s the number that stuck with me:
A Disney wish is granted every single hour.
Every hour, someone’s life changes.
That’s not a stat. That’s a system. A commitment that never turns off.
—
I met the other partners too.
Founders. Operators. Teams who have built businesses around giving back.
No one was loud about it.
Just a room full of people who understood the assignment.
The best things we build are rarely about us.
—
When Sugarwish was founded, the idea wasn’t just to send gifts.
It was to build something that could give back as part of how it operates. Not later. Not once a year. Every day.
Now, nearly every Make-A-Wish chapter in the country - 49 of them - can send Sugarwish gifts whenever the moment calls for it.
Big or small.
To lift spirits. To celebrate. To acknowledge. To remind someone they’re not alone.
Wish kids. Families. Volunteers. Donors. Medical teams.
Over 110,000 gifts donated.
Over $5 million donated and we’re just getting started.
That’s not a campaign.
That’s what happens when a mission compounds.
—
Happiness isn’t a byproduct of the work. It is the work.
—
Watching a child say “I love you” to Spiderman and hear it said back.
Watching families light up in a place designed for wonder.
Watching what it looks like when a company actually builds around delivering joy.
It all pointed to the same thing:
If you’re building anything, this is the bar.
People don’t remember the product.
They remember how you made them feel.
—
A wish gets granted every hour.
Somewhere, right now, that moment is happening again.
That’s the whole thing.
Sugarwish is proud to be a partner of Make-A-Wish: https://sugarwish.com/us/make-a-wish