In 2006, the Fiesta Flambeau® Parade Association, Inc. introduced “Torchy” as its mascot. Torchy was a year-round symbol for spreading good will throughout the community for the parade. In 2015, the Association established a charitable foundation, and Torchy represents it as well. Fiesta Flambeau® refocused Torchy’s message as an initiative to encourage reading, literacy and education. He visits schools and hospitals to promote his message.

After a visit he leaves each child a coloring book, “Torchy Takes Time to Read”. Each page of the book is devoted to making reading a part of everyday and emphasizes the importance of adding reading to other good habits such as eating right and exercising.

Because of the number of requests for Torchy appearances request for 2024 are no longer being accepted.