Disney has turned to mobile texting for its "Disney Princess: Heart of Gold Campaign" to raise funds and donate up to $50,000 to the Marine Toys for Tots Foundation.

The effort coincides with the holidays and the launch of Disney's latest golden-themed product line. The campaign also honors Toys for Tots' 60th anniversary and Disney's support over those decades.

"Disney is reaching out to parents and consumers via new communications channels to raise awareness and drive traffic for this campaign," said Nidia Tatalovich, senior manager of corporate communications at Disney Consumer Products, Burbank, CA. "We know there is a large community of parents that communicates via mobile messaging and online and this campaign aims to deliver our message directly to them."

Consumers are asked to visit the site at www.disneyheartofgold.com to participate in this campaign through Dec. 17. Participants can text "HEART" to 27138 on their mobile phone. Standard carrier-messaging charges may apply. One entry per phone number is allowed.

Disney will donate $1 for every text message that is received for a total donation up to $50,000.

Qualified participants will automatically be entered in the Disney Heart of Gold sweepstakes. The winner stands to win an assortment of Disney Princess products as the grand prize and a $10,000 donation in his or her name to the nearest Toys for Tots chapter.

Disney will call the winner on the mobile phone from which the text was received. The "golden thank you" call will be a special greeting from Cinderella.

"This is among one of the first [mobile texting] campaigns" for Disney, Ms. Tatalovich said.

Meanwhile, Disney is running a 15 percent-off campaign for its Princess line that coincides with the mobile texting effort.

The Princess line claims "Golden Heart" qualities such as kindness, perseverance and loyalty -- the ideal tie-in with Toys for Tots. Disney in the past couple of years has donated toys worth $4 million to Toys for Tots, which distributes toys to disadvantaged children.

"This is a fresh new way to speak to a community who is already communicating on a day-to-day basis in this manner and it offers something new and exciting like the opportunity to support a charitable cause and receive a call from Cinderella on their mobile phones," Ms. Tatalovich said.