‘Mr. Magorium’s Wonder Emporium’ Vying to Break Guinness World Toy Record

I was informed on Wednesday that Walden Media and Fox Walden are vying to break the Guiness World Record for the largest toy drive. They intend to amass 12,000 pounds of toys from Nov. 6 to 12.

The Guiness World Record is calculated based on the most toys collected within a week as valued by total weight. The film companies are working with Toys for Tots to reach the goal.

The buzz-building excercise is timed to the holiday release of “Mr. Magorium’s Wonder Emporium,” which is written and directed by Zach Helm. The film stars Dustin Hoffman, Natalie Portman, Jason Bateman and Zach Mills.

“What an incredibly special way to bring some of the magic from this movie off the screen and into the lives of children this holiday season,” Portman said in a statement.

“Mr. Magorium’s Wonder Emporium”
Photo credit: IMDb
“Toy chests” will be placed in movie theatres, schools, libraries, community centers and businesses throughout New York, Los Angeles, Chicago, Dallas, Miami, Boston, Atlanta, Denver, Seattle and Washington, D.C.
Each market has a goal to collect at least 1,200 pounds of toys. Fox Walden will also conduct an online campaign that allows people across the country to build a toy online.

The film, which is a Walden Media and Mandate Pictures co-production, opens on Nov. 16.

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