Some brands are out to conquer the world. Take Nike, Starbucks and Apple, for instance—you can’t walk more than two blocks, open up a magazine or turn on the television without seeing one of these brands in some capacity. Not to mention all the folks donning their gear in one fashion or another (and yes, a Starbucks mug counts).

Mega-retailer Macy’s is right there with them.

Soon, you won’t be able to go into a school without seeing a Macy’s reference. The retailer recently announced that it is developing “Yes, Virginia the Musical” for schools around the nation. The musical will be based on the television special “Yes, Virginia” that Macy’s has been sponsoring on CBS since 2009 as part of its “Believe” Christmas advertising campaign.

The musical is created for students in grades three through six, and will also include a website with free downloadable content (like scripts) and video clips. In addition, Macy’s is giving 100 schools $1,000 grants to help absorb costs of putting the musical together.

The inspiration to bring “Yes Virginia” into the schools apparently stems from (according to an article in The New York Times) the idea to have a platform for the “Yes, Virginia” story to be told time and again. Macy’s also says it hopes the musical will spark the creative talent in youngsters throughout the country (maybe we’ll see some young stars crediting Macy’s for getting them started in the industry someday!).

Well, it’s gonna spark something! I love that Macy’s is continually finding innovative ways to be of service (the Macy’s brand will not appear anywhere in the school musicals) and to enhance their brand’s impact (grants to schools is positive for the schools and positive for Macy’s).

Now, I just have to hope a school in Portland, Ore., decides to do the “Yes Virginia” musical.

What are your thoughts on this new foray for Macy’s? Leave your comments below!

-Heather Strang

P.S. Little known fact, “Yes Virginia, There is a Santa Claus” was written by a copywriter at Macy’s creative agency. Who knew?! The talent runs far and wide at Macy’s.