A Power Wheels Teenage Mutant Ninja Turtles (TMNT) Ride-On ATV with monster traction is just one of the many new toys donated by Nickelodeon to P.S. 179X in the South Bronx this holiday season. Nickelodeon reached out to Viacommunity to find a way to bring mounds of TMNT, SpongeBob SquarePants, and Paw Patrol toys out of storage to benefit underserved youth in New York.
It all started with a phone call from Wanessa Yajure, a NICK E-Commerce coordinator. Her department wanted to partner with Viacommunity to find an organization in need of toys during the holiday rush. “We collect toys to support our programs and reward our fans throughout the year. This time around, we wanted to make an effort to go beyond that and extend it to the community. This is where this idea came about and what better way to do it than to partner with the Viacommunity team,” Yajure explained.
The Viacommunity team began their search for an organization with the capacity to receive the hefty shipment of holiday presents. Then a former Viacom employee, Iliana Estrada, reached out about not having enough toy donations for P.S. 179X’s Winter Wishes campaign. Estrada, a Parent Coordinator at P.S. 179X for more than a decade, facilitates this toy giveaway for students. In a coordinated effort, Viacommunity and Nickelodeon boxed up the toys for a rush delivery to the school just in time for their giveaway last month.
“Our team participated in the Viacommunity programs throughout the years and it has always been such a rewarding and pleasurable experience,” Yajure said. It’s so great to know that we have the ability to participate in programs like this.”
This is a great example of how cleaning out your storage closets at the end of the year can make a big difference in the lives of others. From extra toy inventory to notebooks around the office, the smallest unused item can bring joy and laughter to a young person during the holidays.