Magic of Storytelling
January through March, Disney|ABC Television and Disney Publishing Worldwide donates up to one million books to First Book, a nonprofit that provides new books to educators and organizations serving children from low-income families. The Magic of Storytelling campaign aims to inspire families’ imaginations, cultivate a lifelong love of reading in kids and bring books to underserved communities across the country.
Through a long-standing relationship with First Book, Disney has provided more than 61 million books to children in need and has inspired millions to take action to help bring new books and resources to kids across the country. The books Disney donates are distributed by First Book to educators in schools and programs exclusively serving children from low-income families around the United States.
During the campaign, consumers are encouraged to activate Disney book donations (up to a total of one million donations across the four different promotions described below) and celebrate the Magic of Storytelling in various ways:
One for One Book Donation: Disney will donate one book to First Book for every eligible Disney book purchased at a Disney Store location or participating retailer during that store’s participation window.* In celebration of Magic of Storytelling, Disney Publishing re-mastered a deluxe retelling of one of its most beloved stories, “The Sorcerer's Apprentice,” which is available as part of this program. (A full list of eligible Disney books and participating retailers is available at MagicofStorytelling.com)
Share a Shelfie: Disney will also donate one book for every “shelfie” – a selfie photo with a favorite book or in front of a bookshelf – shared on Twitter or Instagram using the hashtag #MagicOfStorytelling.
Disney Story Central: Users of Disney Story Central, Disney’s digital reading platform, can download digital books designed for parents and children to read together. Disney will donate one book to First Book for every book read in the app.
Magic of Storytelling Sweepstakes: Consumers who are 13 years of age or older can enter the Magic of Storytelling sweepstakes for a chance to win a trip to Aulani, A Disney Resort & Spa in Ko Olina Hawai'i. For each sweepstakes entry, Disney will donate one book to First Book, up to a maximum of one million books across all 2017-2018 Disney Magic of Storytelling book donation promotions. To enter the sweepstakes and for Official Rules and information, visit MagicofStorytelling.com.