As the U.S. Marine Corps celebrates 250 years of service on Nov. 10, The Walt Disney Company reflects on its shared heritage of nearly 80 years of support for the Marine Corps Reserve’s annual Toys for Tots campaign.
A Tradition Rooted in Service
U.S. military service members and veterans have been connected to The Walt Disney Company for more than a century. Honoring their service is a core value dating back to founders Walt and Roy Oliver Disney, whose support has shaped Disney’s legacy.
Roy O. Disney, who co-founded The Walt Disney Company with his brother Walt, served in the U.S. Navy during World War I. Although Walt was too young to join the military, he volunteered as a chauffeur and ambulance driver for the American Red Cross Ambulance Corps. Their dedication to service influenced the company’s culture, which was further shaped by veterans who contributed to Disney animation and played a role in creating Disneyland and later Disney Parks.
The tradition of honoring veterans and military service continues today in many ways including Disney commemorating the 250th anniversaries of the U.S. Army and the U.S. Navy in 2025 – a milestone year for America’s Armed Forces and reflecting Disney’s enduring admiration to those who serve in uniform and their families.
Honoring Service through Art
During World War II, The Walt Disney Studios played a unique role in supporting the war effort in several ways including creating military films and designing more than 1,200 custom unit insignia for U.S. Armed Forces and related auxiliary groups. These designs — featuring characters like the U.S. Navy’s ‘Seabee,’ and later, the U.S. Army’s ‘Rocky the Bulldog’ — became cherished symbols of pride and connection for troops serving at home and abroad.
But one of Disney’s most enduring contributions came about after Marine Corps Reserve Major Bill Hendricks envisioned a program dedicated to bringing joy to children in need through the donation of toys. Walt Disney responded with creativity and heart, sparking a nearly 80-year collaboration between The Walt Disney Company and Toys for Tots.
A Train of Generosity
Founded in 1947 in Los Angeles, Toys for Tots began as a local initiative to bring holiday joy to children in need. In 1948, the program was formalized and expanded into a national community action project, and Walt Disney assigned his studio artists to create designs that would help drive awareness for the campaign. Over the years, this would include the now-iconic red cartoon train logo, which remains the symbol of the program today.
Disney artists also created national campaign posters for Toys for Tots, and over the years, these annual Christmas posters have featured beloved characters like Mickey Mouse, Donald Duck and others, helping to spread the message of giving across generations.
As noted in the 2018 Disney Editions book From All of Us to All of You by author and historian Jeff Kurtti, “Throughout the years, Walt continued to support Toys for Tots, participating in public service advertising and helping the message of giving reach millions of U.S. citizens.”
When Disneyland opened in 1955, the park itself became a Toys for Tots drop-off location, providing guests the opportunity to help make the holiday season brighter for children in need.
Today, business units such as Disney Channel and ABC continue media and messaging support for the program during the holiday season.
Full Steam Ahead: A Tradition That Keeps on Track
Today, Disney continues to support Toys for Tots as part of its beloved holiday traditions, most notably through the Disney Ultimate Toy Drive. This initiative is dedicated to creating moments of happiness and joy for children and families in need during the holiday season.
Last year’s Disney Ultimate Toy Drive was the biggest yet, breaking company records with the collection of more than half a million toys for children in need. These incredible results were made possible thanks to contributions from Disney, as well as fans, families and cast members from coast-to-coast.
The legacy of Walt’s generosity emphasizes that even the smallest gift can make a big difference. His enduring salute to military service continues to inspire Disney’s commitment to supporting veterans, active-duty service members and their families across communities all year round.
Next Stop: VoluntEARS Spread Holiday Cheer
While The Walt Disney Company supports charitable giving throughout the year, the holiday season offers a special chance to share Disney magic with those who need it most. In addition to Disney’s Ultimate Toy Drive benefiting Toys for Tots, the company gives back in meaningful ways as the season begins.
Disney is expanding its longstanding relationship with Blue Star Families through a $2.5 million donation to help strengthen military families across the country. As part of this, Disney and Blue Star Families will continue to create unique events and experiences, including a special celebration marking our 25th “Blue Star Books” event, which brings military families together through the joy of reading and play.
Just days later on Nov. 3, Walt Disney World VoluntEARS continued a cherished tradition at Fisher House Orlando, decorating for the holidays and creating a welcoming home-away-from-home for families whose loved ones receive critical medical care.
On Nov. 5, VoluntEARS at Disneyland Resort also partnered with the USO to create 2,000 care kits for deployed U.S. military service members.
Learn more about how we give back to the veteran community here.
*The image at the top of the page is of the 1st Marine Division band marching down Main Street, U.S.A. at Disneyland during Veterans Day celebrations, Nov. 11, 2023.