Toys R Us helps USPS revamp a 100-year-old holiday tradition

This year, ‘USPS Operation Santa,’ the beloved letter-writing program that connects generous Americans with those in need, is embracing e-commerce for the first time in its 111-year history, thanks to a new partnership with Toys R Us.

Starting this evening, wish lists penned by hopeful letter-writers are live for adoption through uspsoperationsanta.com, where participants can play Santa Claus by selecting gifts from the newly introduced ‘Santa’s Gift Shoppe’ – a curated online storefront powered by Toys R Us. This modern twist allows adopters to purchase items directly online, bypassing the traditional process of shopping for and mailing gifts.

“USPS Operation Santa has connected communities through holiday goodwill for over a century,” said Sheila Holman, USPS’s vice-president of marketing. “This year, through our collaboration with Toys R Us, we’re thrilled to bring an easier way for generous people to make a difference.”

Since its inception in 1912, USPS Operation Santa has spread joy by answering letters addressed to Santa Claus. The new e-commerce platform is designed to widen participation and streamline the process, especially for those who find physical gift purchasing and mailing a barrier. A recent survey by USPS and MRM revealed that nearly half of respondents would prefer an online fulfillment option, prompting the program’s timely evolution.

MRM, the relationship marketing agency managing USPS Operation Santa’s online presence since 2017, spearheaded this digital transformation.

According to Ronald Ng, MRM’s global chief creative officer, “Modernizing this timeless tradition by partnering with Toys R Us opens more doors and possibilities for frictionless engagement while elevating the holiday magic of a successful, enduring platform.”

For Toys R Us, the collaboration aligns perfectly with its mission to bring joy to children. Gary Haas, the brand’s e-commerce vice-president, noted, “Through this new e-commerce platform, generous individuals can easily adopt a letter to Santa and help create magical moments for a new generation of Toys R Us kids.”

Adding to the seasonal cheer, USPS Operation Santa will be spotlighted in a new “Dear Santa, The Series” season premiering November 24 on ABC-owned stations and streaming on Hulu starting November 29. The series will showcase heartfelt stories of generosity, highlighting how this cherished program continues to make a difference.

Critical dates for participants:

• November 18: Letters available for adoption.
• December 9: Deadline to mail letters to Santa.
• December 16: Last call for gift fulfillment through the USPS-Toys “R” Us platform.
• January 10: Final day for manual gift fulfillment.

To learn more about this year’s USPS Operation Santa or to get involved, visit uspsoperationsanta.com. Follow the program on Instagram at @uspsopsanta for updates and stories.

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