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Disney to Donate up to 1 Million Books to First Book for 7th Annual Magic of Storytelling Campaign

Home>Blog>Disney to Donate up to 1 Million Books to First Book for 7th Annual Magic of Storytelling Campaign

Authored by First Book Staff on

Posted in: Our Partners, Press Room

Stars Across Disney|ABC Television and Disney Publishing Worldwide Team Up to Inspire the Next Generation Through Stories

Today, Disney|ABC Television and Disney Publishing Worldwide announced the seventh annual Magic of Storytelling campaign, which aims to donate up to 1 million books toFirst Book, a nonprofit that provides new free and affordable books to educators and organizations serving children from low-income families. Launching today and continuing through March 31, 2019, the campaign aims to inspire families’ imaginations, cultivate a lifelong love of reading in kids and bring books to underserved communities across the country.

Today through March 31, 2019, fans can post a “shelfie,” purchase an eligible Disney book from a participating retailer or enter one of two sweepstakes sponsored by First Book during the campaign period. In each case, Disney will donate a new book to First Book (up to a maximum of 1 million books across all of Disney’s 2019 Magic of Storytelling book donation promotions). Celebrities who are participating in the campaign include Ryan Seacrest, Kelly Ripa, Leighton Meester, Sasha Pieterse, Janel Parrish, and many more fan favorites across ABC, Freeform and Disney Channel.

•Share a Shelfie:Disney will donate one book for every “shelfie” – a selfie photo with a favorite book or in front of a bookshelf – posted to Twitter or Instagram using the hashtag #MagicOfStorytelling.
•One-for-One Book Donation:Disney will donate one book to First Book for every eligible Disney book purchased at a participating retailer. A full list of eligible Disney books and participating retailers is available atMagicofStorytelling.com.
•First Book Sweepstakes:Legal U.S. residents who are 18 years of age or older can enter First Book’s Magical Adventure Sweepstakes for a chance to win VIP tickets to the premiere of Disney’s “Dumbo” – director Tim Burton’s upcoming live-action reimagining of the classic story. No purchase is necessary to enter. Ends February 22, 2019. To learn more and to access the Official Rules and information, visit

. A second First Book sweepstakes will be launched immediately after the close of the Magical Adventure Sweepstakes (details to follow). Disney will donate one book for each sweepstakes entry received.

Through a long-standing relationship with First Book, Disney has helped to provide more than 67 million new free and affordable books to educators who serve children in need and has inspired millions to take action to help bring new books and resources to serve kids across the country.

“We are so proud to have worked with Disney to provide more than 67 million new books to educators who serve children in need through this powerful collaboration,” said Kyle Zimmer, president, co-founder and CEO of First Book. “The impact of this generosity is staggering. Each year, the excitement around the Magic of Storytelling campaign grows – inspiring millions of individuals to help us bring critically needed new books and other resources to educators nationwide. ”

First Book provides new, high-quality books to classrooms and programs in low-income communities where the educational resources critical to learning are scarce: 82 percent of the educators they serve report that without First Book their children would have few or no books.

To celebrate the launch of Magic of Storytelling, Disney will host a book giveaway event at the Lafayette Park Recreation Center onSaturday, Jan. 12, 2019,where 40,000 books will be given away to educators, kids and families in need from all over Los Angeles with the support of nonprofit groups First Book and Heart of Los Angeles (HOLA).

Michael Keaton, who stars in Disney’s upcoming film “Dumbo” as a persuasive entrepreneur who hopes to make Dumbo a high-flying star, voices a public service announcement (PSA) that debuts today across Disney’s multiple platforms highlighting the life-changing impact books have on children. The PSA as well as videos from the campaign will be shared with audiences across Disney including ABC affiliate stations, The ABC Television Network, Freeform, Disney Channel, Disney XD, Disney Junior, Radio Disney, ABC News Radio, Disney Store, Disney Cruise Line and Disney Resorts’ TVs; the ABC, DisneyNOW and Freeform apps; and Disney Digital Network’s publishing brands, including Oh My Disney. Expanding on the beloved classic story where differences are celebrated, family is cherished and dreams take flight, “Dumbo” premieres March 29, 2019.

Throughout the campaign, families and educators are encouraged to celebrate the Magic of Storytelling by reading books to children at home or participating in storytime opportunities.

David Ambroz, executive director, Corporate Citizenship & Internal Communications, Disney|ABC Television, added, “We’re thrilled that for the seventh year in a row, we’ve had the support from all of our Disney partners, First Book and educators from all over the country who have celebrated their love of reading and the importance of storytelling. Unique, diverse and authentic storytelling comes first here at Disney, and we’re excited to continue to share that with Disney fans all over the country through this campaign.”

The Magic of Storytelling campaign comes to life across Disney|ABC’s extensive network of broadcast and digital platforms, includingMagicOfStorytelling.com. Fans can also engage with Magic of Storytelling content on Disney’s network of social media channels and digital publishing brands like Oh My Disney, Disney Style and Disney Family. Additionally, during the campaign window, ABC-owned stations will direct many of these book donations to schools and programs in their communities to promote and celebrate the joy of reading.

To find a participating retailer or learn more about the Magic of Storytelling, please visitMagicofStorytelling.com.

Media Contacts + Information

Visit our press roomfor additional information, including our media kit and contact information.

About First Book

First Book believes education offers children in need the best path out of poverty. Through a sustainable, market-driven model, First Book breaks down barriers to quality education by making new, high-quality books and educational resources, including sports equipment, winter coats, snacks, and more, affordable to its member network of more than 400,000 registered educators who exclusively serve kids in need. Since 1992, First Book has distributed more learning materials than any other program of its kind: 175 million books and educational resources, worth more than $1.5 billion, reaching more than 5 million children annually.

First Book also expands the breadth and depth of the education field through a family of social enterprises, including First Book Research & Insights, its proprietary research initiative, and the First Book Accelerator, which brings best-in-class research to the classroom via relevant, usable educator resources.

Eligible educators, librarians, providers, and others serving children in need cansign up here. For more information, please visitfirstbook.orgor follow the latest news onFacebookandTwitter.

About Disney Parks, Experiences, and Consumer Products

Disney Parks, Experiences and Consumer Products is the business segment of The Walt Disney Company (NYSE:DIS) that brings the magic of Disney’s stories, characters and franchises into the daily lives of families and fans around the world to create memories that last a lifetime. The company’s iconic travel and leisure businesses include six resort destinations in the United States, Europe, and Asia; a top-rated cruise line; a luxurious family beach resort in Hawaii; a popular vacation ownership program; and an award-winning guided family adventure business. Disney’s global consumer products operations include the world’s leading licensing business; the world’s largest children’s print publisher; Disney Store locations around the world; and the shopDisney e-commerce platform. These experiences are created by Walt Disney Imagineering, the innovative force responsible for overseeing the segment’s world-class products and experiences — from immersive lands to interactive toys, and everything in between.

AboutDisney|ABC Television

Disney|ABC Television is comprised of The Walt Disney Company’s entertainment and news television properties and radio business. These include The ABC Television Network, which provides entertainment and news programming to viewers via more than 230 affiliated stations across the U.S.; cable network Freeform, which targets millennials; and Disney Channels Worldwide, a portfolio of 120 kid-driven, family-inclusive entertainment channels, including Disney Channel, Disney XD, Disney Junior, and Radio Disney brands. Disney|ABC also has oversight of the eight ABC Owned Television Stations; ABC Studios, a global leader in the development, production and distribution of entertainment content across broadcast, cable and streaming platforms; and manages The Walt Disney Company’s equity interest in A+E Networks, which include channels from A+E, Lifetime and History brands.

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Disney|ABC Television
Nicole Balgemino
(818) 973-4043
nicole.a.balgemino@disney.com

Disney Publishing Worldwide
Mary Ann Zissimos
(818) 544-0432
MaryAnn.Zissimos@disney.com