New York City - Brooks Brothers held its Sixth Annual Holiday celebration to benefit St. Jude's Research Hospital on Wednesday, December 14 with special appearances by Paulina Porizova, Ric Ocasek, Kevin Jonas, Diggy Simmons, and Oliver Platt.

Families were invited to visit Brooks Brothers' flagship at 346 Madison Avenue for festive performances, activities and treats on every floor as well as holiday shopping to support the company's nationwide fundraising effort for the eighth annual St. Jude Thanks and Giving campaign.

The company-wide initiative benefitted St. Jude Children's Research Hospital, one of the world's premiere centers for the research and treatment of pediatric cancer and other deadly diseases.

Diggy Simmons (left) and Kevin Jonas (right) with this young boy who looks ready for some cookie decorating. (Courtesy Photo: Brooks Brothers)

For the sixth year in a row, Brooks Brothers invited families to join them and enjoy an array of festive family activities, photos with Santa, holiday projects such as cookie and ornament decorating led by Jonas, Simmons, Miss New York's Amber Collins, Porizkova, and special performances by Wynton Marsalis and the members of the Jazz at Lincoln Center Orchestra, the cast of "Sister Act," and The Boys and Girls Choir of Harlem Alumni Ensemble directed by Tyneshia Hill. Brooks Brothers' customers were invited to join in all the holiday merriment, which also included balloonist Todd Neufield and other surprises throughout the store. To help guests get into the holiday spirit, eggnog, hot cider, and hors d'oeuvres were served.

During the event, 10 percent of the evening's net sales were donated to St. Jude.

Claudio Del Vecchio, Chairman & CEO of Brooks Brothers, said when describing the partnership with St. Jude, "We are very proud to continue our support of St. Jude and their tireless efforts to cure childhood cancer. Our annual holiday event has become a highly anticipated Brooks Brothers tradition and we look forward to welcoming everyone to help us celebrate this wonderful cause."

Santa's lap is certainly big enough for Oliver Platt and his son George. (Courtesy Photo: Brooks Brothers)

Since partnering with St. Jude in 2006, Brooks Brothers has donated almost $5 million to the hospital.

The St. Jude Thanks and Giving campaign was created by award-winning actress and St. Jude National Outreach Director, Marlo Thomas, and her siblings, Terre and Tony Thomas, the children of hospital founder Danny Thomas. The campaign asks customers to "Give thanks for the healthy kids in your life, and give to those who are not." Brooks Brothers has created several unique products for the campaign including, Brooksie and Brooke stuffed bears, the children's book "Tales from Brooks Brothers," "Introducing Henry's Unsuitable Adventure," a set of four Christopher Radko ornaments, a silk tie, cookies in a collectible Paul Brown tin and panattone in a collectible Paul Brown tin. The company will donate five dollars from the sale of each of these items to St. Jude.