Sony Online Entertainment has teamed up with Child's Play. Child's Play is a charity dedicated to donating toys, games, books and cash for sick children across North America. This is a whole new angle for Child's Play, and will give them more ink and more attention than they previously garnered.
"We're excited to announce a month-long fundraising campaign in the online worlds of EverQuest and EverQuest 2. Please visit our Events page to see how you can purchase in-game items that show your support of Child’s Play!"
Not only is it a creative way to raise money, but it's a fantastic way to make sure those ailing children can at least be entertained while they are cared for: Kudos to Sony for thinking outside the box and making their lives a bit more comfortable!
Source: Child's Play