It's not creepy at all; he didn't put his number out there and invite them to call him; the kids are mis-dialing the number. Besides, I'm pretty sure he isn't asking them if they've been "naughty", but rather if they were good this year.
Notice how the story doesn't have quotes around it, therefore it's not a direct quote from Dickinson; the reporter/editor paraphrased it with a cliche.
Quote:
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Dickinson says playing Santa has been fun. He says he always asks who’s been naughty and nice.
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There's nothing wrong with what this man is doing. This thread is just another good example of how society lost its way a long time ago...