 With a matching grant from the Goldhirsh Foundation, Mullick started the Imagination Foundation, a non-profit with a mission to find, foster, and fund creativity and entrepreneurship in children.Mullick had not originally planned on this, though had been working in non-profit foundations before, but after three days of the video's release and the donations to Caine's college fund, he began working out the mission statement for the Imagination Foundation.Mullick launched the non-profit by making a follow up film, "Caine's Arcade 2" - which launched the Imagination Foundation and a Global Cardboard Challenge, culminating in a Day of Play (celebrating the anniversary of the surprise flashmob from Caine's Arcade); as of 2017, over 750,000 kids in 80 countries have taken part in the Global Cardboard Challenge.