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Hasbro Giving Tree

In 1982, Duffy & Shanley designed a unique program for client Hasbro, Inc. The company would donate a new toy to a needy child for every handmade ornament local school children made and brought to “The Giving Tree,” a special Christmas tree the agency located in the Providence Biltmore Hotel (another Agency client). The program became a Rhode Island institution, with the making of ornaments and a trip to the Biltmore a holiday tradition for dozens of local elementary schools statewide. To date, Hasbro has donated almost two million toys to the needy children of Rhode Island over the program’s history.

Twenty years later, Hasbro asked D&S to come up with a new look for the program to commemorate this special anniversary. The Agency brought in the Rhode Island Community Food Bank as a partner and redesigned the program around “Acts of Kindness” and the donation of non-perishable food items instead of ornaments. The updated “Giving Tree” became an instant success and a new holiday tradition was born. Hasbro continues to donate toys, but now the Food Bank also benefits from thousands of pounds of donated food distributed to needy families in Rhode Island.