CAMP HILL, Pa. — The Rite Aid Foundation is making a $2 million donation to The Fred Rogers Company, a nonprofit named after the late children’s television host that specializes in creating kids’ programming for public television.
Rite Aid said Friday that the donation, being made through the foundation’s KidCents program, will be used to support production of “Daniel Tiger’s Neighborhood,” the Emmy-nominated children’s series from The Fred Rogers Company that airs daily on PBS KIDS.
In recognition of the donation, Rite Aid CEO of stores and president Ken Martindale and The Fred Rogers Company president William Isler hosted a press conference Friday morning at the Heinz History Center in Pittsburgh, joined by the star of “Daniel Tiger’s Neighborhood,” Daniel Tiger.
“The mission of The Fred Rogers Company perfectly aligns with The Rite Aid Foundation’s goal of supporting the health and well-being of children in the ‘neighborhoods’ we serve,” stated Martindale, who also is president of The Rite Aid Foundation. “Daniel Tiger and his friends are teaching young viewers important life lessons and social skills, helping them grow and learn. The Rite Aid Foundation is proud to partner with The Fred Rogers Company and ‘Daniel Tiger’s Neighborhood’ and join them in their efforts to promote positive childhood development in the most formative years.”
Under the partnership, a special Rite Aid Foundation underwriting spot will air before and after every episode of “Daniel Tiger’s Neighborhood” starting next month. Underwriting credits will also be included on digital platforms, building awareness about the foundation’s KidCents program among fans of the series.
“We are so grateful to The Rite Aid Foundation for its invaluable support, which will allow us to continue to positively reach and connect with millions of young children and their families throughout the U.S.,” Isler commented. “Just as The Rite Aid Foundation’s KidCents program serves communities from coast to coast, ‘Daniel Tiger’s Neighborhood’ is a close and trusted friend to preschoolers and their moms, dads, and caregivers in communities nationwide, and we look forward to serving many more families in the years to come with the help of this generous donation.”
Through KidCents, members of Rite Aid’s wellness+ with Plenti rewards program can round up their in-store or online purchases to the nearest dollar and give their change to one of more than 300 nonprofit groups focused on improving the health and wellness of children. Since its inception in 2001, the foundation has awarded nearly $21 million to nonprofit organizations.
*Editor’s Note: Article updated with photo from event.