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27 December 2017

The UPS Store Celebrates Literacy and Brings Magic to the 2018 Rose Parade

SAN DIEGO, December 27, 2017 - The UPS Store will write the next chapter in its tale to promote literacy in the 2018 Tournament of Roses® Rose Parade. The float, "Books Bring Dreams to Life", captures the magic and imagination that come alive when diving into a good read. The UPS Store® parade float spotlights the importance of childhood literacy on a national stage and complements the 2018 Rose Parade theme of "Making A Difference".

The Toys for Tots® Literacy Program, developed by The UPS Store and the Marine Toys for Tots Foundation in 2008, provides books and educational resources to economically disadvantaged children in communities across the country. Literacy is an important tool to help children succeed in life, and access to books helps develop imagination and creativity.

"The partnership between The UPS Store and Toys for Tots is very meaningful to us, and the Rose Parade provides the perfect opportunity to shed light on our mission by raising awareness to the importance of childhood literacy," said Tim Davis, president of The UPS Store, Inc. "We're thrilled to participate in the Rose Parade for a second year, and celebrate the magic of reading and its power to awaken our imaginations."

The UPS Store's parade float is expected to make waves at this year's parade with custom-built hydraulics powering the movement of the float. The float’s main feature is a spectacular sea monster that will appear to swim down the parade route in a life-like way. Each of the sea monster's body segments are linked together mechanically allowing them to sway from side to side, her ears wiggle, and she even blows smoke from her nostrils. The angelfish surrounding her swim up and down, and bubbles rise from the ocean waves.

The sea monster will blow standard Rose Parade dimensions out of the water - her neck and head animate beyond the standard 55-foot length while her tail animates beyond the standard 18-foot width. Fresh flowers will give The UPS Store's sea monster its color, texture and brilliance. Her scales are made up of green and yellow chrysanthemums, magenta and coral carnations and intermixed with grapefruit, oranges, lemons and limes. Iris petals create the sea monster's eyes and imported hydrangeas provide bright blue accents throughout the water she is swimming in.

"I fell in love with the Rose Parade when I was 9. By 13, I designed my first float. This year's entry for The UPS Store captures the magic that drew me in as a kid," said Charles Meier, creative director of Paradiso Parade Floats. "The sea monster has so much personality. As a designer, I hope people will find themselves wishing they could keep her as a pet. When she is decked out in carnations and button chrysanthemums with freckles of citrus, she is going to be a stunner. I can't wait to see the finished float!"

Through its 5,000 plus retail locations in North America, The UPS Store has raised more than $4 million dollars and distributed more than 39 million books to help children thrive since the Toys for Tots Literacy Program launched. Each locally owned and operated The UPS Store location is fundamental to the success of the program and will continue fundraising efforts through the end of the year.

Don't miss your chance to see The UPS Store float, "Books Bring Dreams to Life," in the 129th Rose Parade on Monday, Jan. 1, 2018 8:00 a.m. PST. To find The UPS Store location nearest you or to make a contribution to support literacy, visit

About The UPS Store
With approximately 5,000 locations across North America, The UPS Store network comprises the nation’s largest franchise system of retail shipping, postal, print and business service centers. The UPS Store locations in the U.S. are independently owned and operated by licensed franchisees of The UPS Store, Inc., a subsidiary of UPS (NYSE: UPS). Services, products, pricing and hours of operation may vary by location. For additional information on The UPS Store, visit For information on franchise opportunities for opening a The UPS Store location, visit Follow The UPS Store on Twitter at @TheUPSStore and like The UPS Store on Facebook at

About the Marine Toys for Tots Foundation
The Marine Toys for Tots Foundation is a not-for-profit organization authorized by the U.S. Marine Corps to provide fundraising and other necessary support for the annual U.S. Marine Corps Reserve Toys for Tots Program. Now in its 70th year, Toys for Tots provides joy and a message of hope to less fortunate children through the gift of a new toy or book during the Christmas holiday season. For more information, visit

About the Pasadena Tournament of Roses
The Tournament of Roses is a volunteer organization that hosts America’s New Year Celebration® event with the Rose Parade presented by Honda, the Rose Bowl Game presented by Northwestern Mutual and a variety of accompanying events. 935 volunteer members of the association will drive the success of 129th Rose Parade themed "Making A Difference" on Monday, January 1, 2018, followed by the College Football Playoff Semifinal at the 104th Rose Bowl Game. For more information, visit Like us on Facebook and follow us on Twitter, Instagram and YouTube and visit our blog at

About Paradiso Parade Floats
Based in Irwindale, California, Paradiso Parade Floats is a boutique float builder for the Tournament of Roses specializing in high-end designs for select clients. Paradiso's distinctive vision has earned the highest prize-winning rate in the industry. Owner and creative director Charles Meier holds the record as the youngest designer in the history of the parade, having created his first entry at age 13. Over the last 25 years, sophisticated design, lush flowering and meticulous craftsmanship have become his signature. For more information, please visit


Jenny Robinson
The UPS Store

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