. >> hohoho. >> all to see the obligatory mall santa but it's a rare sort of santa at the crenshaw plaza in south los angeles. >> we came to see the black santa. >> he draws crowds of preschoolers and their patient parents. >> merry christmas. >> just like every santa in any mall america. >> what you want for christmas? >> iphone. >> the pictures are characteristically christmas. at the same time, they're not. >> they feel good about themselves by seeing someone also that looks like them. when i was little, there there were none of those things. there was nos black santa in chicago in 1953. >> so it's important for them to see this? >> yes, it is. >> turn on the tv this christmas, all you see is one shade of santa. like most benevolent characters american children grow up seeing. >> the only important thing is to make the children happy. >> the good guy is white. but not at this mall. other santas speak spanish. >> feliz navidad. >> and for the last nine holiday seasons, 77-year-old has greeted the crowd plopping toddlers on his lap whose parents want her snapshot with st. nick to mean m