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PBS KIDS Expands Multi-Year Partnership with Whole Foods Market™ Through Launch of New Tree Planting Initiative
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Through New Licensing Partnership with Maxim Enterprise, Inc.’s EverEarth Brand, PBS KIDS Will Plant a Tree for Every Wooden Toy from the New, Sustainable Toy Line Sold at Whole Foods Market™ This Holiday Season

Arlington, Va., October 5, 2017 – This holiday season, PBS KIDS continues its multi-year partnership with Whole Foods Market with a variety of toys, including a new line of sustainable, educational wooden toys for children. Part of a new licensing partnership between PBS KIDS and Maxim Enterprise, Inc., the new collection of PBS KIDS EverEarth products spans multiple product categories for both indoor and outdoor play, encouraging families to explore and learn together. Additionally, PBS KIDS will premier eight new plush animals, made by Aurora, available exclusively at Whole Foods Market this holiday season.

One hundred percent of the net proceeds from the sale of all PBS KIDS toys at Whole Foods Market will support PBS KIDS’ mission to help all children, especially those who need it most. Whole Foods Market will also donate one percent of total sales to Whole Kids Foundation®, an organization dedicated to improving wellness and nutrition across the country.

“PBS KIDS is dedicated to helping kids learn and grow, and we’re delighted this new line of toys takes that commitment to a whole new level,” said Dawn Ciccone, Vice President, Brand Licensing, PBS KIDS. “The eco-friendly PBS KIDS’ wooden toys are designed to inspire children to explore important concepts such as sorting, storytelling, shapes and colors through active and imaginative play.”

The new PBS KIDS toy line includes stackers, blocks, wooden vehicles, pull-along animals, musical instruments and more. Each toy is manufactured sustainably with FSC®-certified wood and organic cotton, and embellished with water-based paint.

As part of the product line’s commitment to sustainability, PBS KIDS and Maxim Enterprise, Inc. are also introducing the PBS KIDS EverEarth Plant-A-Tree Initiative. For each toy purchased, a tree will be planted in a first-of-its-kind FSC certified forest created by EverEarth. Families will be able to register each toy purchased from the line to have a tree planted on their behalf and receive an official certificate. More information is available at

“We are excited to continue to build our partnership with PBS KIDS through the launch of these new educational toys just in time for the holiday season,” said Jeanne Tamayo, Beauty Category Manager at Whole Foods Market. “Their interactive and colorful products are not only fun, but also promote and encourage environmental stewardship among kids and families, aligning well with our core values.”

The PBS KIDS EverEarth product line will launch with more than 30 SKUs at Whole Foods Market in November, just in time for the 2017 holiday season. The toys will be available at other retail outlets nationwide beginning in 2018.

The PBS KIDS Aurora line of plush toys will debut in November exclusively at Whole Foods and will feature a new lineup of animals, including a narwhal, flamingo and black jaguar. The toys feature fun, kid-friendly facts about each animal, connecting children with the diversity of wildlife.

PBS KIDS, the number one educational media brand for kids, offers all children the opportunity to explore new ideas and new worlds through television, digital platforms and community-based programs. Kidscreen- and Webby Award-winning provides engaging interactive content, including digital games and streaming video. PBS KIDS also offers mobile apps to help support young children’s learning. The PBS KIDS Video app is available on a variety of mobile devices and on platforms such as Roku, Apple TV, Amazon Fire TV, Android TV, Xbox One and Chromecast. For more information on specific PBS KIDS content supporting literacy, science, math and more, visit, or follow PBS KIDS on Twitter and Facebook.

Maria Vera Whelan, PBS KIDS; 703-739-3225;
Sarah Morgan, Allison+Partners; 202-591-1126;