Just Doo-it: children's books raising money and youth awareness.

Lessons in giving and social responsibility are not new to children's books. From Dr. Seuss' The Lorax to Shel Silverstein's The Giving Tree, kids have been entertained by altruistic tales for years.

The new line of Dewey Doo-it books continues the trend but with a decidedly more tailored approach by introducing children to specific nonprofit organizations through mission-related tales.

When retailer Lord & Taylor selected Feed The Children (FTC) as its charity of choice for the 2005 holiday season, it helped to promote Dewey's Magical Sleigh. The Christmastime tale chronicles the adventure of a "Doo-it" named Dewey, who helps Santa Claus load his sleigh to feed a hungry bear named Taylor, as well as children around the world. The book comes to an end with a one-page description of Feed The Children, its mission, how you can help and a picture of the organization's president, Larry Jones.

The inside front cover includes a John Goodman-narrated CD. Goodman, a New Orleans resident, donated his time and talent when Lord & Taylor decided that it wanted to earmark the funds raised for Feed The Children for Katrina relief, explained Alan Green, co-author of the work. The retail chain, as part of the fundraising drive, also sold a Gund-manufactured Taylor Bear.

The book was available during the holidays in 54 Lord & Taylor stores as well as the big bookstore chains, including Barnes & Noble and Borders. Lord & Taylor also listed the item in its catalog, which traditionally reaches more than 1 million consumers. The topper was FTC's inclusion, along with the Taylor Bear, in a Christmas window at Lord & Taylor's 5th Avenue store in New York City.

"There's more children's books produced each year than you can shake 48 sticks at," said FTC's Jones. "We're making headway but the ultimate goal is to get classrooms to do a project per year to benefit hungry children. In a very subtle way, this book helps children to think beyond themselves. It's too early to tell how well (sales) have done. The book has gotten off to a good start but it will really take off once we get it into the schools."

A teacher's packet has been assembled in conjunction with the book. It includes a teacher's guide, certificates for children and a flat insert that pops up to form a bank for children to use when raising money. Reduced rate paperback editions for children are in the works as FTC plans on making Dewey Doo-it an ongoing project, according to Jones.

"We prefer to say that we're donating a substantial portion of the profits," said co-author Green. "It's going to vary depending on the product. We're doing educational kits that are going into schools, we're doing the book. For the first book we produced we agreed on $2.50 with the Christopher Reeve Foundation. In the future it may be more or less. We want to make a significant contribution but we have to stay in business because we're a for-profit company."

Jones said that he is excited at the opportunities for the Christmas tale as well as a second book, Dewey Doo-it Feeds a Friend, which will be available in April. Discussions are al ready under way regarding the animated future of the Doo-its.

"That would be released next year at Christmastime," Jones said. "Basically, it would be a 22-minute story like Frosty the Snowman. The commercials inside of the program would be Feed The Children commercials. We're looking for it to be a television broadcast and also a DVD. I'm in a whole new ballpark. I've never had anything animated and this whole idea is incredible."

Incredible, maybe, but not unprecedented. In May, 2005, Dewey Doo-it Helps Owlie Fly Again was produced to benefit the Christopher Reeve Paralysis Foundation (CRPF). According to Green, between 15,000 and 20,000 copies of the book were sold with $2.50 per sale going to the foundation.

"They sought us out," recounted Joel Faden, chairman of the executive committee at the CRPE "They were looking for high-profile nonprofits that they could partner with and they created the story and the music and words for the CD. Once they had done it, Chris (Reeve) had seen it and liked it. After Chris passed away Dana (Reeve) tweaked it a little bit. So there was a little bit of input. But for the most part, it was their story."

The book was available at the CRPF Web site as well as retail booksellers. The financial payoff as well as the mission-related story made the partnership very appealing, Faden said

"We took an initial advance of about $35,000," Faden said. "We're hoping for some more to come in by the way of royalties. That's not bad at all. I'm sure that because of the book some kids as well as adults have been alerted to the foundation and we may have made some money that way too."