Operation Santa is coming to town − with a new digital partner this year

Decades after troves of tykes jingled their way into TV commercial history − they didn’t want to grow up, they were Toys R Us kids − the legendary toy company is teaming up with another icon who has a few jingles of his own: Santa Claus.

Elves-in-the-making now have a new digital pipeline to make merry for children in need this year thanks to a partnership between the U.S. Postal Service’s Operation Santa and Toys R Us.

The 112-year-old Operation Santa program, run by the Postal Service, handles letters addressed to Santa at the North Pole. Private citizens, companies, community groups and schools adopt the missives and anonymously fill wish lists, brightening holidays for thousands.

The Postal Service began accepting letters from children and families on Sept. 16; letter adoptions open Monday.

"The magic of Operation Santa lies in its ability to capture the spirit of giving to connect people and bring joy," Sheila Holman, USPS vice president of marketing, told USA TODAY.

This year, letter adoptees can browse and purchase toys from a specially curated e-commerce Toys R Us digital site, making it easier for people to get involved in gift-giving and ship "with just a click," Holman said.

For Toys R Us, the collaboration with the Postal Service is another step in the company’s revival after filing for bankruptcy about seven years ago as a casualty of the rise in online shopping. In recent years, the brand has mounted a comeback, opening toy shops in department stores, cruise ships, airports and beyond.

The partnership "is a great example of how we can bring the magic of Toys R Us to kids of all ages in a fresh and meaningful way," said Gary Haas, Toys R Us vice president of digital and e-commerce.

"Generous individuals who adopt Santa letters can reconnect with that nostalgic feeling of being a Toys R Us kid − sharing that sense of wonder and delight with a new generation when they receive their gifts from Santa," he said.

Nearly 30,000 Santa letters received a response last year, and Holman says the program continues to be "more vital now than ever" for struggling families. "It’s a reminder of the power of kindness and connection."

Calling all elves: Operation Santa seeking helpers to open hearts, adopt North Pole letters

What do letter writers need to know?

The Postal Service makes the process painless for kids who may not be used to taking pen to paper.

USPSOperationSanta.com has instructions, even offering templates on how to craft the perfect Dear Santa letter. Above all: Be specific when submitting a wish list, USPS recommends, listing specific books or game titles and clothing sizes.

Santa dispatches must include the writer's first and last name and a complete return address (including the street, apartment number, city, state and ZIP code.) The envelope must have a postage stamp and be addressed to: Santa, 123 Elf Road, North Pole, 88888.

The letters are then opened at Santa's mailroom where personal information is redacted and uploaded onto the USPS website. Writers don't need to register online; all letters must be postmarked by Dec. 9.

What do gift-givers need to know?

People who want to adopt letters must register online by creating an account and having their IDs verified. All adoptions are digital; each registered person can adopt up to 15 letters.

Letters written in Spanish are posted and searchable using a language filter.

Participants will receive a confirmation email with a scannable code after adopting a letter. If sending gifts themselves, adopters must bring this scannable code to a post office location to ship their gifts.

Also new this year: Operation Santa has added an option for adopters to send gifts using USPS Ground Advantage with expected delivery times of two to five business days.

If gift-givers use the new "Santa’s Gift Shoppe" – the e-commerce catalog by Toys R Us − the scannable code is not required and shipping is a quick digital click.

Dec. 16 is the last call for adopting letters and a recommended date for shipping gifts.

If people want to glimpse a behind-the-scenes look at children whose letters were answered and the individuals who adopted them, Operation Santa will be featured in a new season of "Dear Santa, The Series." (On ABC stations starting Nov. 24 and streaming on Hulu beginning Nov. 29.)

Is Santa real? How you should talk to kids about Santa

'Anything would make me super happy'

The humble and heartfelt prose of little letter writers − who often request items for siblings and parents − always echoes through the pages.

"When children put others before themselves, it highlights the kindness, empathy and generosity at the heart of our communities," Holman said.

Zakhar, 8, told Santa that what he wanted for Christmas was to see his grandparents who lived "far away." After listing a few small items for himself such as blocks and books, he had a bigger plea for his siblings since "they don’t know how to write": a Cozy car for his younger brother, 3, and "warm winter clothes" and a doll for his sister, 14 months.

And parents sometimes reach out with equally ardent words.

Kristen, 26, a college student and stay-at-home mother of two daughters, asked Santa for some basics: a blanket, shampoo, lotion and soap.

And she added: "Even having someone to write or talk to would mean a lot to me. Anything would make me super happy."

(This story was updated to add new information.)

This article originally appeared on USA TODAY: USPS Operation Santa and Toys R Us team up to bring holiday joy