New Yorkers Will Shop to Benefit Children's Aid's Health Services at 24th Annual Miracle on Madison Avenue

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Event Chair Tamara Tunie of 'Law & Order: SVU' to Attend Opening Ceremony

Ellen Lubell, (w) 212-949-4938, (c) 917-854-6864,
Emily Crossan, (w) 917-286-1548, (c) 201-344-5742,

NEW YORK – On Sunday, December 5, 2010, New Yorkers will shop with their hearts during the 24th annual Miracle on Madison Avenue, presented by BNY Mellon, and benefiting The Children’s Aid Society’s health care services for New York children.

Law & Order: SVU actress and Miracle on Madison Avenue Chair Tamara Tunie will be joined by BNY Mellon Chairman and CEO Robert P. Kelly and Children’s Aid Society President and CEO Richard R. Buery, Jr. for a noon ribbon-cutting ceremony at Madison Avenue and 64th Street.

Miracle on Madison Avenue is the charity shopping event that kicks off the holiday season each year in New York and brings together leading luxury retailers and shoppers on the Avenue, all to benefit New York City children. From noon to 5:00 p.m., more than 80 participating retailers between 57th and 86th Streets will donate 20 percent of the day’s sales to The Children’s Aid Society’s health care programs.

This year, shoppers can use an eligible, enrolled American Express® Card at participating Miracle retailers and receive double Membership Rewards® points. AmEx is the official event card of Miracle on Madison Avenue.

Opening ceremony at noon
On December 5, Madison Avenue will be closed to traffic from 63rd to 65th Streets, the only day of the year that Madison Avenue is closed. A bandstand at Madison and 64th will host the Opening Ceremony at noon, featuring Tamara Tunie, Richard Buery, Robert Kelly, New York City Comptroller John C. Liu, Madison Avenue BID President Matthew Bauer and The Children’s Aid Society Chorus. At 12:15 p.m., a presentation of “The Miracle LYSST Curated by Lyss Stern of Divalysscious Moms” will offer shoppers guidance with their holiday gift buying. Musical performances at 1:00, 1:30, 2:00, 3:00 and 4:00 p.m. will keep shoppers’ energy up and add to the festive atmosphere on the Avenue.

Tamara Tunie has lent her time, energy and talent to Miracle for five years, the past three as Chair of the event. “The holidays in New York City are a wonderfully festive season and a great opportunity to help those in need,” said Tunie. “I am thrilled to, once again, serve as the Chair of Miracle on Madison Avenue, a unique shopping event that helps The Children’s Aid Society provide crucial medical care for our city’s kids. On Miracle Sunday, participating merchants will generously donate 20 percent of every purchase made to Children’s Aid. Please join me on December 5th to help make a difference!”

Miracle on Madison Avenue has been generously underwritten by BNY Mellon, the event’s presenting sponsor for the past seven years. The Madison Avenue BID (Business Improvement District) is a critically important, long-term supporter of the event.

The Miracle on Madison Avenue Benefit Committee includes Christy Ferrer, BNY Mellon Chairman and CEO Robert Kelly, Debi Mazar, Isabel and Ruben Toledo, and Robert Verdi.

The event was created in 1987 by Martha Dupee and Noonie Marx, co-founders of the Madison Avenue Fund for Children. Since its inception, Miracle on Madison Avenue has raised more than $7 million for charity.

BNY Mellon is a long-time contributor to its communities and has launched a five-year “Powering Potential” program, which is the company’s philanthropic focus on helping people in need by concentrating on basic needs and workforce development. To learn more about BNY Mellon’s commitment to corporate social responsibility, visit BNY Mellon is a global financial services company focused on helping clients manage and service their financial assets, operating in 36 countries and serving more than 100 markets. BNY Mellon is a leading provider of financial services for institutions, corporations and high-net-worth individuals, providing superior asset management and wealth management, asset servicing, issuer services, clearing services and treasury services through a worldwide client-focused team. It has $24.4 trillion in assets under custody and administration and $1.14 trillion in assets under management, services $12.0 trillion in outstanding debt and processes global payments averaging $1.6 trillion per day. BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation. Additional information is available at

The Children’s Aid Society is an independent, not-for-profit organization established to serve the children of New York City. Our mission is to provide comprehensive support for children in need, from birth to young adulthood, and for their families, to fill the gaps between what children have and what they need to thrive. Founded in 1853, it is one of the nation’s largest and most innovative non-sectarian agencies, serving New York’s neediest children. Services are provided in community schools, neighborhood centers, health clinics and camps. For additional information, please call 212-949-4938, email, or visit