In late November of last year, a number of for-profit child care centres in Toronto sent a letter to parents notifying them of the intention to drop out of the $10aDay program and informing them of a massive increase in fees. Parents shocked by the news,  were left scrambling to find alternative arrangements or extra money to pay fees. Parents, who had united to find alternatives and dig into the reasons for the change, found that 7 of the centres that had pulled out of the program (Sunnyside Day Care – with two locations, Curious Caterpillars – also with two locations,  Alphabet Academy, Alphabet Station and Teddy Bear Academy) were all owned by the same individuals, businessmen Holton Hunter and John McCallum. The parents publicized their discovery and pushed back against the centres.

By late-January, the 7 Toronto daycare centres had reversed their decisions to withdraw from the federal $10-per-day childcare program, announcing their re-enrollment and reducing fees to about $480 per child. This decision was met with relief from parents who had expressed concerns over the financial strain of higher childcare costs.

The reversals came after significant pushback from parents and media attention highlighting the potential financial burdens on families. The decisions by these centres to rejoin the program underscore the importance of accessible childcare and the impact of community advocacy in shaping such outcomes. Even for-profit operators can be susceptible to influence by parent and community action and such actions may become increasingly necessary as the $10aDay program faces a changing political climate.