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December 17, 2003
2004 Toronto Fire Fighter Calendar launch and toy drive at the Bay, Yorkdale Mall
The 2004 Toronto Fire Fighter Calendar which sells for $14.99 at select Toronto
area Bay stores will hold a signing event to kick-start sales at the Bay
Yorkdale. With sales slumping 60 per cent behind last year's, this is our last
hope for a pre-Christmas rush.

Customers will have an exclusive opportunity to have their 2004 calendar signed
by Calendar Fire Fighters.

Proceeds from the calendar go to support the Bay's "Well into the Future
program," the Princess Margaret Hospital and the Hospital for Sick Children. To
date we have raised approximately $300,000 for various charities.

Donations and the Bay gift certificates will be accepted for the Toronto Fire
Fighters' Toy Drive. Fire Fighters receive donations two ways. People drop off
most gifts at Fire Stations. Another popular way is when a group has a party
and collects gifts for the Toy Drive from friends and co-workers. As a result,
numerous off-duty fire fighters, retirees, City workers and civilian volunteers
visit Fire Stations and Christmas Parties collecting bundles of donations.

All 80 Fire Stations welcome new, unwrapped toys. Fire Fighters accept gifts
for children of
all ages, from infants to teens in their seventeenth year.

Please visit our Web site to refresh everyone about Holiday Fire Safety:

Date: Wednesday, December 17, 2003
Time: 5 p.m. Interviews and photo-ops are available at 4 p.m.
Location: The Bay- Main Floor Cosmetics, Yorkdale Mall, Toronto

Media contacts:
Katherine Raso, Media Relations Specialist, HBC, 416-861-4432 or
Sean Pearce, Producer, Toronto Fire Fighter Calendar, 416-707-9770 or
Doug Sargent, Retired District Chief, Toronto Fire Fighters' Toy Drive,
Mike Strapko, Acting District Chief, Toronto Fire Services, 416-338-9319,



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