Toys R Us helps USPS revamp a 100-year-old holiday tradition [Video]

This year, ‘USPS Operation Santa,’ the beloved letter-writing program that connects generous Americans with those in need, is embracing e-commerce for the first time in its 111-year history, thanks to a new partnership with Toys R Us.

Starting this evening, wish lists penned by hopeful letter-writers are live for adoption through uspsoperationsanta.com, where participants can play Santa Claus by selecting gifts from the newly introduced ‘Santa’s Gift Shoppe’ – a curated online storefront powered by Toys R Us. This modern twist allows adopters to purchase items directly online, bypassing the traditional process of shopping for and mailing gifts.

“USPS Operation Santa has connected communities through holiday goodwill for over a century,” said Sheila Holman, USPS’s vice-president of marketing. “This year, through our collaboration with Toys R Us, we’re …