With the countdown to Christmas underway, CTV Toronto and The Salvation Army launched their 15th Annual Toy Mountain Campaign on Thursday, November 25.
Hosted by Tom Brown, CTV Toronto's weather anchor, at the Sony Centre for the Performing Arts in Downtown Toronto, sponsors, individuals and families with children joined together to start building the mountain of toys.
This year, demand has set the goal 20 percent higher than last year, and the aim is to receive 120,000 toys for children in need that will be distributed by The Salvation Army on Christmas Eve.
Captain John Murray, divisional secretary for public relations and development, Ontario Central-East Division, says the recession is not over and many people have daily struggles, so buying toys at Christmas is challenging. For 15 years, Toy Mountain has been dedicated to providing a helping hand at Christmas in that way.
Brown has been involved with Toy Mountain for the last five years and helping to place toys under children's trees has become part of his Christmas tradition. “As soon as we get into November, I know it is around the corner and it's just a different Tom when Toy Mountain rolls around,” he says. “I am on a different highway, I'm pumped, I'm excited, and it's the highlight of my Christmas season.”
Now a father of two, Brown recalls his Christmases as a child—running down the stairs and seeing brightly-wrapped presents under a sparkling tree. “It was the magic of Christmas,” he shares. “Let's give every child that moment every year, and let's put a smile on their face and let them know that they're loved.”
Toy Mountain not only provides toys to children, it brings hope to people, connects the community to CTV Toronto and The Salvation Army, creates brand awareness for the Army and its services, and spurs many other corporate partnerships.
The Sony Centre for the Performing Arts is one such partner. They hosted the Toy Mountain launch and placed free tickets to How the Grinch Stole Christmas! The Musical in show-bags. The children's musical meant supporting the Toy Mountain campaign was “a natural partnership,” says Dan Brambilla, CEO, Sony Centre for the Performing Arts.
Likewise, McDonald's has a history of supporting children's charities, so it was appropriate for them to align with Toy Mountain, and McDonald's Ontario has participated for the past three years by hosting collection boxes within 135 restaurants across the Greater Toronto Area.
“A program like this fits absolutely within the culture of McDonald's, which is giving back to people in need and helping to support our local communities,” says Sharon Ramalho, vice president, McDonald's Ontario.
The Toronto Ford Dealers Association has joined the Toy Mountain team for 2010 with generous contributions. Trucks with campaign logos have been placed in each Toronto Ford dealership for donations, and at the launch, a cheque was given for $1,500—with more promised later in the campaign, including a percentage of all vehicles sold from November 20 to December 20.
Additionally, if people bring a new, unwrapped toy to one of the 24 Toronto Area Ford dealerships before Saturday, December 18, they will be entered into a draw to win a 2011 Ford Fiesta and on “Test Drive Tuesday”, December 14, for every Toronto Ford test drive, a monetary donation will be made to the campaign.
“We know on Christmas morning some little child is going to wake up with a toy. And we're going to be the ones that are responsible for giving it to them,” says David Nourse, vice president, Toronto Ford Dealers Association.
As the Toy Mountain campaign works its Christmas magic for the 15th year in 2010, The Salvation Army and CTV Toronto celebrate their long-term partnership.
“We celebrate the fact that this partnership is stable and continues to grow and impact more lives every year,” says Captain Murray. “We also recognize that through the Toy Mountain campaign, we're connecting people with Canada's most important social service charity, The Salvation Army, reaching into people's lives and bringing them hope and dignity.”
With a national fundraising goal of $22 million, contributions to the kettle campaign allow The Salvation Army to provide practical assistance for all who need it, not only at Christmas but throughout the year.
The Canada and Bermuda Territory, led by women’s ministries, supports an agriculture project designed to increase food security and support long-term nutritional health in the Republic of Congo.
The Sony Centre for the Performing Arts is one such partner. They hosted the Toy Mountain launch and placed free tickets to How the Grinch Stole Christmas! The Musical in show-bags. The children's musical meant supporting the Toy Mountain campaign was “a natural partnership,” says Dan Brambilla, CEO, Sony Centre for the Performing Arts.
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