PBS KIDS and Whole Foods Market's multi-year partnership continues this holiday season with a new exclusive toy line, including Aurora® plush animals and PlanToys® wooden toys. (Photo: Business Wire)
All net proceeds from purchases of the toys will support PBS KIDS' mission to empower children to succeed in school and in life. Additionally, Whole Foods Market will donate one percent of total sales to Whole Kids Foundation®, an organization dedicated to improving children's wellness and nutrition. "PBS KIDS' partnership with Whole Foods Market encourages kids to learn through play, helping us achieve our shared goal of supporting children's development," said Lesli Rotenberg, Senior Vice President and General Manager, Children's Media and Education, PBS. "With new toys that tap into kids' innate curiosity and excitement about animals, we hope that children will learn about endangered species and their role in the environment, sparking their love of discovery and exploration." This year, the Aurora plush toy collection features 16 animals, including eight endangered species, such as the Maui Dolphin, Orangutan Baby and Snow Leopard. Each plush animal includes a fun fact designed to inspire children to learn about the importance of protecting wildlife. "We are so happy to continue our partnership with PBS KIDS and to support both their mission and Whole Kids Foundation's mission," said Jeanne Tamayo, Global Buyer at Whole Foods Market. "We're proud to work with a like-minded brand and to feature beautiful toys that are made ethically and sustainably."