Today Show anchors celebrate Halloween by dressing up as beloved storybook characters, playing fairy-tale feud, and throwing a plaza costume contest. The cast ushered in the spookiest day of the year with a celebration dubbed “Once Upon a Halloween,” unveiling a storybook theme in conjunction with the upcoming film “The Tale of Despereaux.”

From left to right: Ann Curry played Cinderella, or, as she described herself, “the ethnic J-Lo Cinderella.” Al Roker as the Gingerbread man. Meredith Vieira as Pinocchio. Matt Lauer dressed as Humpty Dumpty. Hoda Kotb was Little Red Riding Hood, while Kathie Lee Gifford as the Big Bad wolf. Amy Robach was Rapunzel.

Today Show in Halloween costumes