PBS KIDS and Whole Foods Market Unveil Exclusive Holiday Toy Line

New Aurora® plush toys encourage kids to learn about endangered species and PlanToys® help build motor skills

PBS KIDS and Whole Foods Market's (NASDAQ: WFM) multi-year partnership continues this holiday season with the launch of new Aurora® plush animals and PlanToys® wooden toys. Beginning today, the toy collections will be available at Whole Foods Market stores nationwide and online at shop.pbskids.org.

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PBS KIDS and Whole Foods Market’s multi-year partnership continues this holiday season with a new exclusive toy line, including Aurora® plush animals and PlanToys® wooden toys. (Photo: Business Wire)

All net proceeds from purchases of the toys will support PBS KIDS’ mission to empower children to succeed in school and in life. Additionally, Whole Foods Market will donate one percent of total sales to Whole Kids Foundation®, an organization dedicated to improving children’s wellness and nutrition.

“PBS KIDS’ partnership with Whole Foods Market encourages kids to learn through play, helping us achieve our shared goal of supporting children’s development,” said Lesli Rotenberg, Senior Vice President and General Manager, Children’s Media and Education, PBS. “With new toys that tap into kids’ innate curiosity and excitement about animals, we hope that children will learn about endangered species and their role in the environment, sparking their love of discovery and exploration.”

This year, the Aurora plush toy collection features 16 animals, including eight endangered species, such as the Maui Dolphin, Orangutan Baby and Snow Leopard. Each plush animal includes a fun fact designed to inspire children to learn about the importance of protecting wildlife.

“We are so happy to continue our partnership with PBS KIDS and to support both their mission and Whole Kids Foundation’s mission,” said Jeanne Tamayo, Global Buyer at Whole Foods Market. “We’re proud to work with a like-minded brand and to feature beautiful toys that are made ethically and sustainably.”

The PBS KIDS holiday toy collection also includes a line of sustainably manufactured wooden PlanToys®, such as a Field-to-Farmstand set and a unique Safari Animals Croquet set. PlanToys are made with natural rubber wood, organic pigment and certified formaldehyde-free E-zero glue, offering a sustainable toy option for gift givers. All 33 PBS KIDS plush and wooden toys are available for under $30.

About PBS KIDS

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 pbskids.org 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 pbs.org/pressroom, or follow PBS KIDS on Twitter and Facebook.

About Whole Foods Market®

Founded in 1978 in Austin, Texas, Whole Foods Market is the leading natural and organic foods supermarket, the first national “Certified Organic” grocer, and uniquely positioned as America’s Healthiest Grocery Store™. In fiscal year 2015, the Company had sales of approximately $15 billion and currently has 455 stores in the United States, Canada, and the United Kingdom. Whole Foods Market employs approximately 87,000 team members and has been ranked for 19 consecutive years as one of the “100 Best Companies to Work For” in America by Fortune magazine. For more information, please visit www.wholefoods.com.

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PBSMaria Vera, [e-mail] Salzberg, [e-mail] Foods MarketEmily Wright, [e-mail]