Backpack Buddies back on shelves at Sendik's stores, and there's a new twist to the program this year

MILWAUKEE -- Backpack Buddies is back -- just in time for a new school year! New this year, the program is helping feed hungry students in Milwaukee.

Backpack Buddies are back on the shelves at Sendik's stores near you!

"Some of the biggest sellers that we had last year were comic book characters or movie characters," Margaret Harris, owner of Sendik's Food Markets said.

They're just the accessory you've been looking for.

"You know what they look super good on is a really fashionable purse," Harris said.

The Backpack Buddies program is in its ninth year. It's a partnership between Sendik's and Feeding America Eastern Wisconsin. Sales of stuffed creatures raise money for students in need in the Milwaukee area.

"Especially for kids in a very formative stage of their life, we want to equip them to be healthy and great learners," Charles McLimans, president and CEO of Feeding America Eastern Wisconsin said.

In previous years, the proceeds went towards school supplies -- but there's a new ambition in 2016. The money will help get kids on meal plans a backpack filled with food on Fridays to get them through the weekend.

"Their bones, their brains, their bodies need this food. And we believe in supplying healthy and nutritious food all throughout the year," McLimans said.

Pam Lalicata has collected a few buddies over the years.

"I love the movie Frozen and Olaf, so that`s why I picked those two," Lalicata said.

As an educator, she said she knows how important those weekend meals can be.

"If their stomach is empty, they`re not concentrating on learning," Lalicata said.

"It`s not like this money or these donations are going outside of the borders of Wisconsin. They`re staying right here in our own state and helping our neighbors, helping our friends," Harris said.

After all, you don't have to be a superhero to help a child in need.

You can purchase Backpack Buddies at 13 different Sendik's locations throughout the area from now until September 6th.