For the third year in a row, Cousins Subs went beyond sandwich stacking for the holidays.

On Nov. 1, the Wisconsin-based company launched an in-store contest, inviting kids ages 2 to 8 years old, to write letters to Santa and turn them in at participating Cousins restaurants or online.

Cousins received more than 3,000 letters, and earlier this month randomly chose 25 letters. The lucky letter writers -- along with one guardian -- were invited to take a journey on a decorated Amtrak train to the "North Pole."

For each letter written, Cousins donated $1 the Make-A-Wish Foundation. Three children fighting cancer attended the event, as well.

"Cousins was founded in Milwaukee, so it's important to the company to help out the community," says Zak Mazur, account executive for Caffeine Communications, a public relations boutique that promoted the event.

The "North Pole Express" left from the Downtown Amtrak station on Saturday, Dec. 13, at 12:40 p.m. Prior to boarding the train, the kids were treated to hot chocolate and entertainment by a group of acrobatic elves (members of the Altius gymnastics group based in Franklin) and "Gypsy Geoff" -- a magic and juggling extraordinaire who has become a fixture at local street festivals and other kid-friendly events.

The premise of the event was that Santa, who called from the North Pole to an elf's cell phone, was running behind schedule and needed help making toys. The kids boarded the festive train to pitch in and help pull off Christmas.

The train ride was about 10 minutes long -- during which energetic elves led Christmas carols -- and the riders deboarded at another Amtrak station that was magically transformed into the North Pole. Two reindeer greeted the kids and their parents, and a large tent served as "Santa's workshop."

Inside the workshop, the Build-A-Bear company set up a teddy bear assembly line, where the kids got to stuff, sew and dress a bear under the pretense that they were helping Santa make toys for other kids. Elves praised their fine work and commitment to helping other children.

Later, the kids were told there was a surplus of toys made that day, and because of their hard work, they could take one of the bears home.

"It's easy to lose sight of the giving spirit of the season, but this event helps kids remember the wonderful lesson of helping others," says Mazur.

After assembling teddy bears, the kids were asked to help "test" toys. They made sure boxes of balls were bounceable, trampolines were jumpable and tricycles were ridable. Meanwhile, Santa sat in a festive indoor space, where kids received cookies and milk and were invited to sit on the jolly old guy's lap. Parents appreciated free coffee.

Cousins Subs introduced the North Pole Express for the first time in 2006. Since then, thousands of kids have turned in letters and many local organizations volunteered their services to make the experience extra special.

"We're grateful to partners like Cousins Subs for helping us grant wishes," said Renee Kirnberger, director of development and communications for Make-A-Wish Foundation of Wisconsin.