From Cart to Sleigh: MRM Helps USPS Modernize 100+ Year-Old “USPS Operation Santa” Program with New Commerce Partnership with Toys “R” Us

Delivering holiday joy from the North Pole is now easier than ever. The United States Postal Service’s 100+ year-old “USPS Operation Santa” is rolling out a new e-commerce catalog with Toys “R” Us called “Santa’s Gift Shoppe” that aims to make fulfilling holiday gift wishes easier and faster. Since 1912, “USPS Operation Santa” has answered thousands of letters that Americans mail to Santa and the North Pole during the holiday season.

Launching Monday, November 18^th Americans of all ages and backgrounds can step into the role of Santa by adopting a wish list letter through uspsoperationsanta.com. Those who wish to “play” Santa have the chance to do so by gifting requested items from these letters.

The new commerce collaboration with Toys “R” Us aims to expand the program’s reach, making it easier than ever for people to participate in gift-giving magic with online fulfillment – a key alternative to the program’s previous requirement for adopters to physically purchase and mail in requested items from these letters. A survey conducted by MRM and USPS found that nearly 50% of respondents would use an online fulfillment feature if offered for USPS Operation Santa.

The relationship marketing agency, MRM, has managed USPS Operation Santa’s online platform and handwritten letter intake since 2017.

“Holiday commerce meets people in the moment. Thanks to USPS Operation Santa, there are many people who want to fulfill wishes but sometimes don’t, due to many factors,” said MRM global chief creative officer, Ronald Ng. “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.”

“USPS Operation Santa has connected communities through holiday goodwill for over a century,” said USPS Marketing Vice President Sheila Holman. “This year, through our collaboration with Toys“R”Us, we’re thrilled to bring an easier way for generous people to make a difference. With the launch of this new e-commerce platform, we’re making it simpler than ever to help fulfill wishes and spread holiday joy.”

Gary Haas, Toys “R” Us e-commerce vice president, added, “At Toys“R”Us, our mission is to bring joy to children, and what better way than to surprise them with gifts from Santa. 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.”

Also this holiday season, USPS Operation Santa will be featured in a new season of “Dear Santa, The Series,” debuting Nov. 24 on all ABC-owned television stations and streaming on Hulu beginning Nov. 29. The series provides a heartwarming, behind-the-scenes look at the impact of the program, showcasing real stories of generosity and the spirit of the holidays as letters are answered and wishes are fulfilled. Brendan Gaul and Brett Henenberg of IPG Mediabrands’ TRAVERSE32, produced the series.  Holman and Shalene Starr, USPS manager of marketing operations, serve as executive producers.

Adoptions for USPS Operation Santa letters goes live Monday, November 18^th.The last call for Americans to write and send in their letters is Dec. 9th. And Dec. 16^th is the last call for adopters to fulfill orders via USPS and Toys “R” Us catalogue, and the last day to manually fulfill orders is January 10^th. For more info visit: uspsoperationsanta.com/faqs

Source: MRM

  Christmas, Marketing, MRM, partnership, Toys ‘R Us, USPS