Sony Online Entertainment announced today that it is kicking off its Second Annual Virtual Fundraising Drive for Child's Play. The fundraising effort begins today and runs through Jan. 17, 2010. SOE will be donating $10 to the charity every time a player buys one of the three special Child's Play in-game items from the Marketplace with Station Cash.

The three items that you can purchase to aid the cause are EverQuest's Child’s Play Anklebiter Doll, EverQuest II's Child’s Play Bouncing Baby Panda Cub, and Free Realms' Child’s Play Triceratop. SOE was able to donate $21,000 to Child's Play last year, and the company hopes to double that amount this year.

Child's Play is a charity founded by Penny Arcade's Mike Krahulik and Jerry Holkins that is dedicated to improving the lives of children in hospitals worldwide with toys and games. More information can be found on the organization's Web site.