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Disney Launches Princess 'Heart of Gold' Campaign to Raise Money for Toys for Tots


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  • Disney Launches Princess 'Heart of Gold' Campaign to Raise Money for Toys for Tots

    "Disney Princess: Heart Of Gold Campaign" Invites Consumers To Help Raise Funds For Toys For Tots
    Survey Results Show Majority Of Mothers Desire Toys That Encourage 'Golden Heart' Qualities in Their Children 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

    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
    Source: Disney Consumer Products
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