Choice Radio has announced a new community partner for "Christmas Is For Kids," its annual holiday toy and cash drive.

Croft Lumber Company will join the award-winning holiday effort as its presenting sponsor, beginning with this year's 28th annual drive to benefit the Salvation Army, said Choice Radio president and co-owner Chuck Carver.

This year's event, which will be broadcast live on WATS/WAVR, is scheduled for Dec. 15. Individuals, businesses and organizations drop off financial contributions and truckloads of toys during each year's broadcast, held under the marquee of the Sayre Theatre on South Elmer Avenue.

"We're proud to be part of this community tradition," Warren Croft of Croft Lumber said in a release. "This program always brings out the best in our community, and we're hopeful, given the economic challenges many in the Valley currently face, that the broadcast will again be a success."

Croft Lumber has been a part of Christmas is for Kids since the beginning, when Bob Croft, Warren's father, allowed the station to use a truck to haul the collected toys.

The toys collected during the first annual drive filled Croft's truck, Carver said, and the event has only grown ever since. Last year's broadcast raised over $60,000 in cash and $100,000 worth of toys and was recognized by the New York State Broadcasters' Association.

"The Croft family has always been generous to its community, and this is just one more example," Carver said. "We're happy to partner with Warren on this."

Amanda Renko can be reached at (570) 888-9652; or email: arenko@thedailyreview.com.