‘TODAY’ KICKS OFF ITS 15TH ANNUAL TOY DRIVE AND SHARES THE HOLIDAY SPIRIT WITH THOSE IN NEED

November 24, 2008 by Dennis Amith

Millions of Children Nationwide Will Benefit From the Generosity of “Today” Viewers and Corporate Donors

NEW YORK – November 24, 2008 — NBC News’ “Today” kicked off its 15th Annual Holiday Toy and Gift Drive this morning, and this year, millions of children across the country will benefit from the generosity of countless viewers and corporate donors. Last holiday season, “Today” reached a landmark total of $175 million in toys and gifts for the entire 14-year run of the drive. “Today” is the first-ever morning show to dedicate airtime to a toy drive. The unique program is designed to provide gifts for impoverished children and teenagers nationwide.

Numerous corporations have already made donations to “Today’s” toy drive including Direct Selling Association, PartyLite Gifts, Mary Kay, Mattel, DK Publishing, Amway, Stride Rite, Creative Memories, Cookie Lee, Udderly Smooth, Charmin, Cheerios, Discover, Encyclopedia Britannica, Inc., Rounder Records, Manhattan Toy, Zales, Tupperware, Ugly Dolls, JCPenney, Hit Entertainment, Arbonne, Goody and Sanrio.
For a complete list, visit TODAYshow.com.

“Today” viewers and visitors Studio 1A in Rockefeller Plaza are encouraged to bring a new, unwrapped toy or gift in its unopened, original package between 7 and 11 a.m. Gifts will be accepted from Monday, December 1 through Friday, December 23. Gifts are accepted for children from infants up to age 18. For more information, and specifics on gift requirements, go to TODAYshow.com.

Special celebrity guest “elves” help with the gift collection every morning on the air at 8:30 a.m. This year’s celebrity elves include Matthew Broderick, Heidi Klum, Kevin Bacon, Drake Bell and Josh Peck, Emma Watson, Kristin Chenoweth, Emma Roberts, the members of Fall Out Boy and many more.

The “Today” Toy Drive began in 1994, and in its first year collected 1100 toys that were distributed to seven participating organizations. In the years since, thanks to the aid of viewers, studio visitors and corporate partners, the program has grown exponentially. Last year, $26 million worth of toys, books, games, clothing, toiletries, electronics, musical instruments, CDs, videos, cosmetics and other suitable gifts went to more than five million children via 204 organizations in all 50 states. The “Today” Toy Drive is a project of the “Today” Charitable Foundation, Inc., a 501c3 non-profit organization. All donations are tax deductible to the extent the law allows.

Jim Bell is the executive producer of “Today” (Monday-Friday, 7-10 a.m.). Antoinette Machiaverna is the producer of the “Today Toy Drive,” and Sam Sagenkahn is the project director.