Mexican Christmas festivities start on December 12, with the feast of La Guadalupana (Virgin of Guadalupe), and end on January 6, with the Epiphany. Since the 1990s, Mexican society has embraced a new concept linking several celebrations around Christmas season into what is known as the Guadalupe-Reyes Marathon. At midnight on Christmas, many families place the figure of baby Jesus in their "nacimientos" (Nativity scenes), as the symbolic representation of Christmas as a whole. In the center and south of Mexico, children receive gifts on Christmas Eve and on January 6, they celebrate the Feast of the Epiphany, when, according to tradition, the Three Wise Men (3 Wizard Kings) brought gifts to Bethlehem for Jesus Christ. Santa Claus (or Santa Clos, as he is known in Mexico) is who brings the children their gifts, but traditionally the Three Wise Men will fill the children's shoes with candies, oranges, tangerines, nuts, and sugar cane, and sometimes money or gold, symbolizing the very gifts they gave to the Baby Jesus in Bethlehem during his infancy and a reflection of his future destiny as saviour of the world.