It's an on-line toy drive for very sick kids with cancer at the Seattle Children's Hospital & Regional Medical Center. They have an Amazon wish-list set up, so it's really easy to help out.
I feel a little guilty because I know some RL and online friends would have liked this as a gift as well, but I donated a Playstation 2 to them. They're requesting all sorts of things, as small as a pack of batteries up to much larger things, so they should have something within your giving-budget. :)
Edited to add: (Belatedly) I emailed the hospital to make sure that they're behind this, and they confirmed that yes, they are. So this isn't just some scam or something:
Thank you for your inquiry.
Yes, this toy drive program is one that we are involved with.
Children's Hospital Foundation and Guild Association