TNT's Shaquille O'Neal this year is "continuing in his role as 'Shaq-a-Claus' for the Toys 'R' Us annual holiday campaign for the Marine Toys for Tots Foundation," according to Jane Levere of the N.Y. TIMES. It marks the third time O'Neal and Toys "R" Us have worked together. This year’s efforts include a "more robust use of social media, and new in-store point-of-purchase materials -- like display posters -- featuring the player dressed as 'Shaq-a-Claus,' towering over a pyramid of children, holding wrapped gifts, to create a 'Shaq-mas tree.'" For several years, O’Neal "personally donated toys to needy children during the holiday season; Toys 'R' Us sought him out to participate in its own campaign for the Marine Toys for Tots Foundation in 2009." Toys "R" Us is "collecting toys through Dec. 4 and donations through Christmas Eve for the foundation." To promote the foundation’s efforts, Toys "R" Us this year has "created new content for its Toys for Tots microsite, including a video message from O’Neal and an updated list of different types of toys the foundation recommends as appropriate for different age groups of children." In addition, the retailer has "created new supporting material for its stores, including a poster with O’Neal, holding a star and dressed as Shaq-a-Claus, atop a Christmas tree of children, and a button for salespeople, featuring O’Neal as Shaq-a-Claus, who urges customers to 'donate today'" (N.Y. TIMES, 10/25).
