Día de los Reyes Magos (Three Kings Day) on January 6 united City Hall, large Mexican enterprises, local nonprofit organizations and many individuals in the common cause of spreading magic to local children. More than 20,000 toys were distributed to children in local rural communities, impoverished urban neighborhoods, and local orphanages. Celebrations this year included a traditional parade, a rural toy-giving tour by Mayor Luis Alberto Villarreal and—for last-minute shoppers—the annual all-night toy sale.

In Mexico, it’s the Three Kings, not Santa, who reward well-behaved children with gifts.

Although January 6 is the official date celebrating the arrival of the Three Kings and their gifts for the baby Jesus, festivities began a day early this year with the annual procession of floats with biblical themes, announcing the arrival of the Kings.

After passing through the main streets, the parade ended in the Jardín where approximately 1,400 children enjoyed candies and popcorn, and had the opportunity have a photo taken with Melchior, Gaspar and Balthasar—and personally ask for that special gift.

The children’s hopeful letters were attached to balloons that filled the sky with color and dreams. While many attended the parade and events in the Jardín, on the other side of town Calzada de la Guadalupe (near San Juan de Dios) was equally busy preparing for the arrival of the Magi.

From early morning, more than 300 local business owners set up their stands for the traditional market, now in its 22nd year. From early afternoon to the next morning, a constant stream of parents—most accompanied by their children—wandered through the street market in search of gifts. Toys of all sorts—cars, dolls, balls, bicycles, skateboards, board games, books and clothing—were carefully inspected for quality and cost by parents doing last-minute shopping. Many shoppers preferred the low prices and a late-night shopping trip at the market to the higher prices often found at local toy stores and Gigante.
“This year, the Kings only have 300 pesos for gifts,” says Valeria Gómez, who was looking for dolls. “I believe this year my daughters will have what they want,” she said. A baby doll that includes accessories could be found in the market for 120 pesos, whereas in toy stores and Gigante, the toy’s price reached 500 pesos.
“We’re going to buy twenty toys: fifteen for girls and five for boys,” says Juan Carlos Martínez, one of the religious educators associated with the Parroquia. Every year, the community gives toys to the children who attend the Parroquia. Their budget this year was 2,000 pesos for dolls, cars, balls and robots.

“I want a Max-Steel toy,” said four-year-old Andrés Sánchez. His mother, María Rodríguez, said that this year she’s sure that the Kings would bring the toy to Andrés, in addition to cookies and candy.

 A Max-Steel toy could be found for 400 pesos in the Reyes Magos market, while in local toy stores it cost 570 pesos.

“This is the first time that the Three Kings will bring something to my daughter,” says Alejandra Aguirre, whose daughter was asking for a crab that jumps and sings. “It’s the first time that I’ve spent some money at the Reyes market, and I’m very excited! My daughter is only six months old, and I want to see her eyes sparkling. I came here because everyone says it’s less expensive.”
After spending Dia de los Reyes Magos with family, and sharing Rosca de Reyes (a special ring-shaped cake), the fun for the children continued at the municipal bullring with an event sponsored by the Department of Education and Culture. There, the Bullfighters’ Dwarves—small experts in the art of toreo—performed before an amused audience of 3,500. At the event, city employees distributed 2,000 balloons, 2,000 bags of popcorn, 2,000 cotton candies and 1,000 tamales to children and adults. Every one of the 1,500 children received a gift: a doll, toy car or ball.
The day’s celebrations concluded with music, piñatas, dancing and singing contests, and a raffle of 20 special toys, such as bicycles.
This year, the Three Kings were assisted with donations of bicycles, cars and balls from City Hall and local business owners. Also TV Azteca, a major national media company, made a donation of an additional 1,000 toys.

Across the border in Dallas, the Office for San Miguel Migrants and Kathy Beer (on behalf of a nonprofit organization) donated 500 toys each. The toys were transported free-of-charge to San Miguel courtesy of Transportes de San Miguel. The toys, along with bags of candy and popcorn, were distributed during the past week when Mayor Luis Alberto Villarreal visited the rural communities of Atotonilco, La Huerta, Los Rodríguez and Cieneguita. These gift-giving visits continue through January 15.
The Mayor also joined children of the Santa Julia and Mexiquito orphanages on Monday, January 9, to hand out toys during a special holiday dinner. The children also celebrated Dia de los Reyes Magos with their annual party featuring donations of food, drink and toys from local businesses and individuals.
Local children still have a chance to win one of 20 bikes donated by the Office for San Miguel Migrants in Dallas. San Miguel Radio will accept drawings by children depicting the Three Kings or how they imagine the Office for San Miguel Migrants. The bicycle winners will be selected in a drawing of names of the young artists, and the winners will be announced on Monday, January 16, 2006.

Cost of most popular toys

For infants
Crib mobiles – 100 to 200 pesos
Plush toys – 70 to 300 pesos
For girls
Barbie-type dolls – 50 pesos
Barbie dolls – 200 to 400 pesos
Baby dolls – 120 to 300 pesos
Doll strollers – 60 to 75 pesos
For boys
Max-Steel toys – 400 to 600 pesos
Bicycles – 450 to 1,300 pesos
Skateboards – 200 to 300 pesos
Toy cars/trucks – 15 to 300 pesos
General
Candy and cookies – 20+ pesos per bag
Balls – 10 to 60 pesos