The UPS Store To Mark Anniversary Of Literacy Program At 2019 Rose Parade®


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Retail shipping chain to promote children’s literacy with a spectacular 37-foot float at the iconic parade

In celebration of children’s literacy, The UPS Store, Inc. will participate in the 2019 Tournament of Roses® Rose Parade on Jan. 1, 2019 in Pasadena, California. The float, titled "Books Keep Us On Our Toes,” aims to inspire people to experience life through the joy of reading. The parade float also highlights the need to extend children’s literacy in communities throughout the United States.

The UPS Store, Inc.’s participation in the parade is the culmination of the annual Toys for Tots® Literacy Program, developed by The UPS Store, Inc. and the Marine Toys for Tots Foundation. The literacy program, which is celebrating its 10th anniversary, provides books and educational resources to underserved communities.

“The Rose Parade presents a unique opportunity for The UPS Store to show its ongoing commitment to the Toys for Tots Literacy Program," said Tim Davis, president of The UPS Store, Inc. "We are proud to mark 10 years of sharing the excitement, wonder and importance of literacy with children and their families across the country.”

Built by Fiesta Parade Floats, The UPS Store, Inc.’s float will glide down the iconic 5 ½ mile stretch of Colorado Boulevard in Pasadena. At 37 feet tall and 55 feet long, this show-stopping float will display more than 110,000 flowers and use a state-of-the-art hydraulic system.

This year’s fun-loving float concept features Olive the Ostrich, an aspiring ballerina with dreams to star in “Swan Lake.” Olive acknowledges her species may not be the traditional choice for the role, so she prepares by reading books on ballet while listening to Tchaikovsky’s famous music on an old-fashioned gramophone.

The pink ostrich is outfitted with an elegant costume and meticulously constructed with 30,000 pale pink Mizuky carnations and 40,000 white dendrobium orchids, among other ornate floral varieties.

"The Rose Parade provides a unique and exciting opportunity to present the magnificence of floral art," said Tim Estes, president of Fiesta Parade Floats. "I’m thrilled to collaborate with The UPS Store in realizing this remarkable vision in support of children’s literacy.”

After the parade, spectators can view the float up close through Jan. 2, 2019. The UPS Store team will hand out 10,000 children’s books, many of which were donated by Scholastic, the global children’s publishing, education, and media company, to parade-goers and post-event attendees.

Through its 5,000 plus retail locations in North America, The UPS Store network has raised more than $4 million dollars and distributed nearly 39 million books to help children thrive since the Toys for Tots Literacy Program launched. The program remains necessary as literacy disparities between socioeconomic groups in the United States persist. According to the Scholastic Kids & Family Reading Report , households with an income of $35,000 and under own an average of 69 children’s books, compared to 127 books in households with incomes higher than $100,000. Each locally owned and operated The UPS Store® location is fundamental to the success of the program and will continue collecting donations through the end of the year.