BURBANK, Calif. — December 3, 2007 — This Holiday season Disney will bring holiday cheer to children who would not otherwise receive gifts by launching the "Disney Princess: Heart of Gold Campaign" to help raise funds and donate up to $50,000 to Toys for Tots. Disney's effort is inspired by the 'Golden Heart' qualities central to Disney Princess including kindness, perseverance and loyalty, and by its latest golden themed product assortment available just in time for the holidays. The campaign also pays tribute to Toys for Tots' 60th Anniversary; Disney's continued support for the organization traces back to the 1940's when Walt Disney and his animators personally designed the organization's logo still in use today.
From December 3rd through December 17th, the "Disney Princess: Heart of Gold" campaign will engage consumer participation via text messaging, by calling on the public to send a text message keyword to a special short-code phone number — both available at www.disneyheartofgold.com
. In return, Disney will donate $1 for every text message that is received, for a grand total donation of up to $50,000. Consumer participants in this mobile texting campaign will be automatically entered to win a grand prize consisting of Disney Princess products and a $10,000 donation in their name to the Toys for Tots chapter nearest them. Additionally, as a 'golden thank you' every participant will receive a phone call the next day with a special greeting from Cinderella herself!
In addition to raising funds, the campaign aims to stimulate awareness for a message that is vital to many parents today; a recent study conducted by Disney showed that a vast majority of mothers are concerned with the messages that today's consumer products are offering their children. In fact, 64% of mothers say it is very important that the products their children interact with reinforce the values that they teach as parents.
"Offering Disney Princess products with characters that represent kindness and perseverance is only one element in supporting parents who are concerned that their children are receiving appropriate messages," said Kathy Franklin, vice president of girls franchise development for Disney Consumer Products. "Now, Disney is making it easy for parents to help their children embody those Golden Heart qualities themselves by offering an opportunity to share warmth and kindness with children in need during this holiday season. Disney has supported Toys for Tots for the past sixty years and we are thrilled to celebrate the anniversary of this relationship through this campaign."
Consumers are encouraged to participate and show their 'heart of gold' by visiting the official campaign website at www.disneyheartofgold.com
. About Disney's Worldwide Outreach and the Marine Toys for Tots Foundation
Disney has supported the Marine Toys for Tots Foundation since its inception in 1947 and today continues to make cash and in-kind donations on an annual basis, including the efforts of employee-driven toy drives. In the past two years, Disney has made toy donations to the Foundation valued at a total of over $4M. Additionally, in 2006, in conjunction with the premiere of Walt Disney Pictures' The Santa Clause 3: The Escape Clause
, a donation of $1M was made by The Walt Disney Company Foundation in an effort to help the organization reach even more children in need.
Last year, Disney donated more than $177 million in cash and in-kind support to various charities around the world. Disney VoluntEARS contributed more than 466,000 hours of service and the company drew upon its unique magic to make wishes come true for children and families. For more information on Disney's outreach efforts, please visit www.DisneyOutreach.com.