When children across Western Massachusetts tear open their presents on Christmas morning, they will find new books among the gifts they receive from Toy for Joy.
A collaborative effort by the Salvation Army, The Republican and MassLive, Toy for Joy has continued to grow over the years and works with donors to make sure needy children in Hampden, Hampshire and Franklin counties have toys and gifts each holiday season.
This year, Toy for Joy, now in its 95th year, is partnering with the Reading Success by 4th Grade program of the Irene & George Davis Foundation to highlight and celebrate family literacy as part of the effort.
"What we know is that reading aloud is the single most important thing a parent can do to prepare their child for school success," said Sally Fuller, project director for Reading Success by 4th Grade program.
"We are pleased to partner with the Reading Success by 4th Grade this year to make literacy a key component of the 95th Toy for Joy campaign," said Cynthia G. Simison, managing editor of The Republican, who oversees Toy for Joy for the newspaper. "This summer, we gathered a cross-section of nonprofit agencies from across the Pioneer Valley in hopes of working together to ensure this and other gift-giving programs focus on family literacy."
Simison said every child who benefits from Toy for Joy will now get at least one book to share with their families.
"We at The Republican and MassLive are united with the Salvation Army and all of our community partners to help children stay in school, become proficient in reading, advance their educations and ultimately join the Western Massachusetts workforce and sustain themselves and the next generation of families," she said.
Already, as a result of a summer "toy summit" with other non-profit agencies, Link to Libraries stepped forward to donate $2,000 worth of children's books to Toy for Joy this year. The campaign is seeking to raise $150,000 by Christmas eve with more than 20,000 children expected to benefit from the effort.
"We are hopeful our donors will recognize the importance of this effort," said Simison. "Together, we can work towards eliminating barriers faced by children from low-income families, one book at a time, thousands of books each holiday season."
Fuller said that for many children receiving a new book of their very own is just as special as getting a toy.
"What we know is that when parents or family members pull a child onto their lap and read together, it also makes memories. Children love to have books of their very own and the wonderful experience of reading them over and over again with someone in their family. Those books and memories last far beyond the holiday season," she said.
For the second year in a row, Pride Stores is partnering with Toy for Joy. Pride locations in Western Massachusetts and northern Connecticut will rally its customers to helpl contribute to Toy for Joy.
"We have incredibly generous customers, and we thought we would offer them an opportunity to donate," said Robert Bolduc, CEO of Pride gas stations and stores.
Beginning in December customers can go into any Pride in the area and purchase a $1, $5, $10 donation card for Toy for Joy.
"We will collect the money for two weeks leading up to Christmas and, hopefully, that will help Toy for Joy meet its goal," he said. "It's a great cause and it benefits children in the community, so we wanted to be a part of it."
Two years ago, MassLive initiated an online donation option for donors, adding convenience to contributing to the cause.
Whether donating at a Pride station, online, through the mail or in person, Maj. Norma Moore, of the Salvation Army Springfield citadel, is confident the community will step up to make this Christmas great for thousands of children in need.
"We are hopeful that we will reach our goal of $150,000 as we begin to partner with new businesses and agencies across Western Massachusetts," she said. "As toy prices continue to rise, so does our need for continued donations from the generous readers of The Republican and MassLive. We cannot thank the community enough for its ongoing support of this much needed program."
Danielle LaTaille, social services director for the Salvation Army, said the books add a fun, new element to gift giving this year.
"We are excited about our new literacy component in which all children between the ages of 0 and 16 will receive a book. The books chosen are fun and interactive, making learning to read exciting for our younger clients," she said. "Early literacy skills have proven to be a precursor for long-term educational success and the Salvation Army is happy to have a part in increasing community access to learning."
Registration for families to receive gifts for their children is already in progress for children in Franklin County communities at the Greenfield Salvation Army, while Salvation Army units in both Springfield and Holyoke will open registration next week.
To make a contribution to the Toy for Joy fund, write: Toy for Joy, 1860 Main St., Springfield, MA 01101. Contributions may also be dropped off with the coupon which accompanies this story to The Republican, 1860 Main St., Springfield, weekdays between 9 a.m. and 5 p.m. through noon on Dec. 23.