Global video game retailer GameStop will increase its efforts to support the Make-A-Wish Foundation in 2014, GameStop corporate giving representative Sarah Trigg told us today.

Trigg said GameStop will launch a new in-store donation program in May that will allow shoppers to donate to Make-A-Wish. “This year, GameStop really wanted to up its game and do more for the children at Make-A-Wish,” Trigg said.

The Make-A-Wish Foundation is a non-profit organization that grants “wishes” to children with life-threatening medical issues. In 2009, GameStop brought WWE fighter John Cena to a store to play video games with a young boy.

GameStop’s partnership with Make-A-Wish began in 2007 and since then, the company has granted “thousands” of wishes through the relationship, Trigg said.

World of Warcraft and Diablo developer is also a regular supporter of the Make-A-Wish Foundation, most recently donating sales of World of Warcraft pets and mounts last year to benefit the organization.