Something curious occurred at the Vicksburg Mall Tuesday — a man in a yellow hat and his monkey made an appearance for a birthday party, the monkey’s birthday party.

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

“This is way more people than we expected,” Tyler McNeal, the United Way’s director of marketing and community relations, said. “With our literacy push and Curious George’s 75th birthday, we thought, ‘Why not combine the two?’

Michele Connelly, executive director, said she was also blown away by the response.

“I’m very excited. It’s a day for the community to come out and celebrate,” she said. “The United Way and Excel by 5 (a local childcare and education initiative) thought it would be a great way to promote Excel in our community. It’s been a phenomenal response.”

At noon, the mall was filled with more than 300 children, whose laughter and giggles proved their enjoyment.

The children colored, made bracelets, explored a maze, ate pizza and birthday cake, and of course, took pictures with Curious George.

“I liked giving him hugs,” Alayna Boone, 7, said of the birthday guest.

Boone received a baby doll and a book from the Birthday Bash, though she couldn’t quite decide which present was the best.

“I’m most excited about the baby doll…and the book,” she said. Several childcare centers brought children to the event.

“It’s a learning experience that gets them out of the classroom and leaning about an author we’ve read in class,” Linda Doss of Kiddie City Childcare and Learning Center said. “Now they get a one-one-one experience with Curious George.”

Jackie Ponder, who brought her three children to the event, agreed that it was a great way to get everyone out and about.

“We’re on summer vacation, so I was looking for some indoor activities,” she said. “We’ve been at the pool a lot.”

The event featured interactive and informational Curious George-themed booths sponsored by local businesses to connect child literacy to each aspect of the event.

Unitech, a digital imaging systems company, used “Curious George goes to the beach” coloring pages as a way to connect with the children.

“The idea was to take the job your business does and teach it to the kids, which can be kind of hard in the copying business,” Jennifer Grey of Unitech said. “I talked to them about the color wheel and how colors blend and then we colored.”

Ameristar Hotel and Casino and Lorelei Books sponsored other booths as well.

“I try to work with anything in the community literacy related,” Laura Weeks, owner of Lorelei Books, said. “It’s part of our mission to promote literacy in the community.”

The United Way has extended its book swap through July as part of its efforts to shine a light on literacy this summer.

Children are encouraged to 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 and extend the Birthday Bash fun.

For more information or to request availability for a large group, call 601-636-1733.