Beloved child storybook character Curious George will be making his way to the River City later this month.

Instead of his regular quest for bananas and mischief though, Curious George will be helping the United Way of West Central Mississippi shine a spotlight on child literacy.

The local United Way, participating in the organization’s national Day of Action, will host a Curious George Birthday Bash, celebrating his 75th birthday, on Tuesday, June 21 at the Vicksburg Mall from 10 a.m. to 1 p.m.

“This event encourages young children to fall in love with reading,” said Michele Connelly, executive director of the United Way of West Central Mississippi.

The free event, held in partnership with Excel by 5 and other local companies, is geared toward preschool- and early elementary school-aged children and features an interactive fitness routine, a hands-on cooking station and guest appearances by Curious George himself. Connelly said more than 10 business and organizations have already registered booths for the event including Lorelei Books, the Vicksburg Police and Fire departments and various health-related businesses.

“We chose literacy as our local focus for the event because we believe it touches on all three of the pillars of our organization: education, financial stability and health,” Connelly said. “We by all means wanted to join in on the festivities.”

In addition to the birthday bash, the United Way is also encouraging local children to participate in its book swap throughout the month of June.

Connelly said children could visit the United Way, 902 South St., between 9 a.m. and 3 p.m. each weekday to trade one of their old books for the chance to get a new one, allowing them to go on a new reading adventure.

“It’s extremely important for our young children to see adults invested in their futures,” she said. “This program is about literacy, but it also shows that [people] want to invest in our next generation.”

“Sometimes we get so busy that we forget that enjoying time with children is beneficial for everyone involved,” she said.

To register for a Curious George-themed booth, notify the United Way of a large group attending one of their events or volunteer to help sort books or read to children, call the United Way at 601-636-1733.