In 2026, we’re celebrating 16 years of bringing holiday joy to children across Northern New Mexico! What began with a small group SFFD firefighters helping local families has grown into something truly special, a community of volunteers, businesses, and donors coming together to care for more than 10,000 children last year…and even more on our list this year.

Every new, unwrapped toy is shared through trusted local partners with a child right here in our region. From Jemez Pueblo, Eastern Navajo Nation, Santa Fe, Bernalillo County, Taos, and more, our purpose remains simple and heartfelt: to help every child feel remembered, cared for, and included in the magic of the holiday season.