After a fundraising and public relations disaster in 1993, the award-winning Marine Toys for Tots Foundation regrouped and came back stronger than ever.

By Melissa Busch

Retired Marine Maj. Bill Grein, vice president of marketing and development for the Marine Toys for Tots Foundation, believes the “Are You Santa Claus?” public service announcement is what helped persuade Toys “R” Us to become one of the organization’s most valuable partners.

The organization met with the toy titan’s marketing people about four years ago, which led to Toys “R” Us instituting a checkout-swipe program that allows customers to add a $1, $5 or $10 donation to their bills that goes to Toys for Tots. The program has raised more than $3 million a year for the past four years, Grein says.