The Brooks Brothers flagship on Madison Avenue transformed into a family affair Thursday when 375 guests, including 50 children, fanned out for holiday activities to benefit the St. Jude Children’s Research Hospital in Memphis, Tenn.

This story first appeared in the December 18, 2007 issue of WWD. Subscribe Today.

Brooks Bros. donated 10 percent of the evening’s sales to the hospital, and all Brooks Bros. stores nationwide are participating in St. Jude’s Thanks and Giving program and soliciting donations at the register. This year, the company expects to raise $500,000 for the cause.

The pediatric treatment and research facility for children with catastrophic diseases was founded by the late entertainer Danny Thomas. His daughter, actress Marlo Thomas, is an active patron.

On the main level, musicians from Jazz at Lincoln Center performed while designer Jeffrey Banks and Doria de La Chapelle signed copies of their book “Tartan: Romancing the Plaid.” On two, Thomas treated the children to a reading and songs as they sat on tartan and tattersall pillows in the boys department and got some of them singing their own favorite holiday songs, including Divalysscious Moms founder Elyssa Stern’s three-year-old son Jackson, who gave an animated rendition of “Dreidel, Dreidel, Dreidel.”

There were also balloon artists dazzling the kids with five-foot-tall balloon candy canes and animals, an opportunity to create holiday ornaments and gingerbread men, and, of course, Santa Claus posing for photos with the children.