The dates have officially been set for this year’s production of “The Roxy’s Legend of Toyland,” and organizers are looking for sponsors to make this year’s shows as successful as last year’s.

The Franklin County Arts and Humanities Council will present The Roxy’s Legend of Toyland Nov. 28 through Dec. 2 at the Historic Roxy Theatre in downtown Russellville, with 14 shows planned for this year.

The beloved production, which is the creation of Russellville resident and longtime Northwest-Shoals Community College music instructor Lanny McAlister, has brought the magic and excitement of Christmas to area residents for years. After running for many years at NW-SCC, the production was revived last year to an amazing response from the community, with more than 7,800 people attending the shows. Extra performances were added just to meet demand.

“We were so pleased with how well the show was received and by how many people said they enjoyed it as much as they did when they were younger,” said McAlister, who continues to serve as director. “From the response we had last year, we are confident this will be a holiday staple in this area for many years.”

McAlister said ticket sales help organizers produce the show, but they are in need of sponsors to be able to continue providing the production to groups from the area’s schools.

“The school performances are some of our favorites because these kids are truly experiencing and living out that Christmas magic through this production,” he said. “They have such a great time and engage with the cast, and you can just see the joy on their faces – and for many of these children, this might be their only chance to get to see this production.

“We really want to make sure we are able to continue providing this fun and memorable experience for them.”

Susie Hovater Malone, president of the Franklin County Arts and Humanities Council, said there are six different sponsorship levels, starting at $25. The higher the sponsorship level, the more exposure a business or organization will receive during the performances.

Sponsors are needed by Aug. 1 to ensure full benefits of sponsorship, which will be income tax deductible.

“Our community was so supportive of this production last year, and we hope to see even more support this year,” Malone said. “This has already proven to be a must-see event, and sponsorship of the event will certainly be advantageous for those who choose to support it.”

For more information about becoming a sponsor of “The Roxy’s Legend of Toyland,” contact Malone at 256-332-3175 or hhmalone@bellsouth.net.