How a newspaper and Circo Price created Madrid’s first Three Kings parade

Discover how the Three Kings parade began in Madrid in 1928. A newspaper and the Circo Price joined forces. The city rallied behind a charitable cause. The most vulnerable children were the protagonists. A little-known story that left its mark on the capital.

The Three Kings parade in Madrid, now an essential tradition every 5 January, originated in 1928 thanks to the charitable initiative of the 'Heraldo de Madrid' and public collaboration. The aim was clear: to bring presents and hope to the most disadvantaged children, especially those living in the Hospital de La Inclusa.

That day, lorries decorated as floats set off from Plaza del Rey at midday, accompanied by the municipal Guard’s bugle band, heralds, dwarf ponies and the Three Kings themselves with their Eastern retinue. Mayor José Manuel Aristizábal restricted the route, preventing passage through Puerta del Sol and other central areas.

Instead of throwing sweets, the Kings personally handed out toys and warm clothing to the children of La Inclusa and the San José asylum. Circo Price clowns escorted the procession and put on an improvised show for the public, adding joy to the day.

The celebration was filmed and shown in several cinemas across the city, amplifying its impact. In addition, the 'Heraldo de Madrid' organised a donation campaign that raised 2,580.90 pesetas, making it possible to buy food, bicycles, footwear and cinema tickets for the children. Thus the first Three Kings parade in Madrid was born, with a strong charitable character and the support of the whole city.