Disney|ABC Magic of Storytelling Campaign Gives Books to Children

Disney|ABC Magic of Storytelling Campaign Gives Books to Children [Slideshow]



Disney Publishing Worldwide and Disney|ABC Television Group (DATG) announces a program to give books to children in need. They teamed up with First Book in this Fifth Annual Magic of Storytelling campaign. The event runs through March 31, 2017, with the goal of donating one million books.

The object behind the Magic of Storytelling campaign is to arouse imagination of all family members. First Book is a non-profit enterprise founded in 1992. This organization seeks to nurture children’s the love of reading and deliver books to under-served communities in the United States.

Disney Consumer Products and Interactive Media executive vice-president of content and media, Andrew Sugarman exclaimed,

We are thrilled to be part of a program that encourages a love of reading and makes these stories available to as many people as possible. We’re honored to continue our work with First Book.

In addition to Disney’s one million pledged books, all ABC-owned affiliates have committed to donate 5,000 books to their respective communities. President and CEO of First Book, Kyle Zimmer said,

Each year, the excitement around the…campaign grows, inspiring millions of individuals to help us bring much-needed new books to children in need.

Help Donate Books

DATG and First Book are offering simple methods of donating materials to transform children’s lives and improve their educational experience. Disney will donate a book to the non-profit when consumers do one of the following:

  • One for One Book Donation: For every eligible Disney book purchased, DATG will donate one. Book titles and participating retailers can be found on the Magic of Storytelling website.
  • Share a Shelfie: A “shelfie” is a selfie taken holding a favorite book or in front of a bookshelf. Post the photo on Twitter or Instagram with the hashtag #MagicOfStorytelling, and DATG will donate a book for each image shared.
  • Disney Store Central: (1) Download one digital book, which was designed for adults to read to children. (2) Each time a book is read in the Disney Story Central App one will be donated.
  • Magic of Storytelling Sweepstakes: People can enter to win 400 Disney books, which could be donated to their local school. One entry will equal one book given.

DisneyThe best way to prevent illiteracy is offer fun and exciting reading programs that include children and their guardians. When under-served schools and programs do not have the resources needed to teach kids the love of reading, the result is a higher ratio of illiterate students.

First Book Supports Educational Equity

In the past 24 years, First Book has delivered over 160 million books and educational materials to schools and programs which serve low-income families. There are over 300,000 members throughout Canada and the United States, which is made up of educators, program leaders, librarians, and others helping children.

The members are part of “the largest and fastest growing network of educators exclusively serving kids in need,” according to their website. First Book harnesses the energy of these members to serve nearly nine million or approximately 20 percent of needy children.

The Magic of Storytelling Campaign Is Celebrated Across Disney’s Media Platforms

On Disney’s MagicOfStorytelling website, the campaign “comes to life.” The site is offering resources and activities to promote reading and shared reading opportunities, such as the Disney Reads Activity Kit. This colorful PDF is packed with 19 colorful pages of fun. Some of the engaging opportunities included are:

  • Read ‘n’ Bingo!: The combination of reading and B*I*N*G*O makes the task of sharing a book exciting. Included are five printable bingo cards, which have squares like, B-2 “I heard the word: Know,” or N-4 “I heard a word that rhymes with: Pink.”
  • Imagine a Story: This activity encourages kids to develop and write their own stories. On page one, there are three sections, each offering three cards. In order to create the story, children pick a character, the setting, and an event. Once selected, they can write their story on pages designed bolster deeper thinking, such as the page “What Will Happen Next?”
  • Tic-Tac-Read: The typical nine-square tic-tac-toe board has phrases to spur a conversation about a story just shared with two kids. They answer the questions and mark off the boxes to win!
  • Think about it! helps kids express themselves by writing in thought balloons. “I’m thinking” and “I’m understanding,” are two of the four topics.
  • A “Reading Award” certificate, four printable bookmarks, a couple of Word Search puzzles, and two more pages encouraging writing skills are included.

Disney‘Walt Disney once said, “There is more treasure in books than in all the pirate’s loot on Treasure Island.”‘ The booklet suggests readers engage in the magic of books by using a few simple techniques to delve deeper into the story.

The narrator’s approach might be to encourage discussion while reading, pause in the middle of a sentence and have the child finish the end, act out difficult words, or help the kids choose an alternate ending by asking, “what if” questions.

While Disney is asking its consumers to help donate a million books, their overall message is to “have fun and communicate with one another as you adventure through the magic of storytelling.”

By Cathy Milne


Disney|ABC Television Group: Corporate Social Responsibility
First Book; Press Release: Disney and ABC Invite Families to Read Together During Fifth Annual “Magic of Storytelling” Campaign and Second Annual Disney Reads Day
Disney Lifestyle Partners: Magic of Storytelling

Featured and Top Images Courtesy of Disney|ABC – Used With Permission
Inset Image Courtesy of Tom Simpson’s Flickr Page – Creative Commons License
Inset Image Courtesy of Sam Howzit’s Flickr Page – Creative Commons License
Slideshow Images By Frackle Media Staff – Used With Permission