In 2009, Lundqvist became the Rangers spokesman for the Garden of Dreams Foundation, which works mostly with Madison Square Garden and its tenants to host charitable events and grant wishes to sick children, similar to the Make-A-Wish Foundation. In this role, Lundqvist hosts events and records public service messages. In order to benefit the charity, Lundqvist launched a clothing line, called the Crown Collection, on 19 January 2012. The items of the Crown Collection are available exclusively at retail outlets within the confines of Madison Square Garden.