Fred Rogers Co. gets $2M for ‘Daniel Tiger’s Neighborhood’

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Daniel Tiger's Neighborhood is part of the PBS Kids lineup. (Image: PBS)

Daniel Tiger’s Neighborhood is part of the PBS Kids lineup. (Image: PBS)

Daniel Tiger’s Neighborhood, the PBS Kids show from the Fred Rogers Co., is getting $2 million from the Rite Aid Foundation’s KidCents program.

A Friday announcement said that Rite Aid Foundation underwriting spots will air before and after each episode starting next month. Credits will also be included on digital platforms.

In a statement, Fred Rogers Co. President William Isler thanked the drugstore chain for its “invaluable support, which will allow us to continue to positively reach and connect with millions of young children and their families throughout the U.S.”

Isler told the Pittsburgh Post-Gazette that the multiyear donation is the first corporate foundation funding for the show, launched in 2012. The money will also support free streaming of the program on PBS.org.

The foundation’s KidCents initiative backs some 350 organizations that promote children’s health. Customers enrolled in the store’s loyalty program can round up purchases to the nearest dollar and select an organization to receive the change.