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11 December 2018

The UPS Store to Mark Anniversary of Literacy Program at 2019 Rose Parade®

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

SAN DIEGO, Dec. 11, 2018 – 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.

Don't miss your chance to see The UPS Store float, "Books Keep Us On Our Toes," in the 130th Rose Parade at 8:00 a.m. PST on Tuesday, Jan. 1, 2019 on NBC.

For more information on the float or to make a contribution to support literacy, visit


Staci Reidinger


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 Marine Toys for Tots

Toys for Tots, a 71-year national charitable program run by the U.S. Marine Corps Reserve, provides happiness and hope to disadvantaged children during each Christmas holiday season.  The toys, books and other gifts collected and distributed by the Marines offer these children recognition, confidence and a positive memory for a lifetime.  It is such experiences that help children become responsible citizens and caring members of their community.  Last year the Marine Toys for Tots Program fulfilled the holiday hopes and dreams of 7 million less fortunate children in 800 communities nationwide.  Since 1947 over 251 million children have been assisted. The Marine Toys for Tots Foundation is a not for profit organization authorized by the U.S. Marine Corps and the Department of Defense to provide fundraising and other necessary support for the annual Marine Corps Reserve Toys for Tots Program.  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® 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 130th Rose Parade themed “The Melody of Life,” on Tuesday, January 1, 2019, followed by the 105th Rose Bowl Game.  For more information, visit Like us on Facebook and follow us on Twitter, Instagram and YouTube.

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