Company to Launch In-Store and Online Campaign to Help in the Fight Against Pediatric Cancer, Highlighting Extraordinary Examples of Kids Helping Kids – One Cup at a Time
Wayne, NJ (May 30, 2012) – Toys“R”Us® today announced its continuing support of Alex’s Lemonade Stand Foundation (ALSF), a nonprofit organization dedicated to finding a cure for all children with cancer. Beginning this Friday, June 1 through Tuesday, July 31, the company will “Help Fight Childhood Cancer, One Cup at a Time” with an in-store and online fundraising campaign benefiting ALSF. Monetary donations will be collected at all Toys“R”Us and Babies“R”Us® stores and online at Toysrus.com/AlexsLemonade.
ALSF was inspired by Alexandra “Alex” Scott, who fought cancer until she was 8 years old and hosted front-yard lemonade stands to raise money for kids like her. In 2005, her parents Liz and Jay Scott established ALSF in her honor. By funding pediatric cancer research projects, establishing resources to assist families affected by cancer and encouraging kids to help other kids in need through hosting lemonade stands, the organization continues to work toward Alex’s mission of finding a cure. To date, Alex’s legacy has helped raise more than $50 million for the cause.
“At Toys“R”Us, we have received a tremendous outpouring of support from our customers, employees and communities for this organization, which has positively impacted the lives of those affected by childhood cancer,” said Sloane Lucas, Director, Corporate Philanthropy, Toys“R”Us, Inc. “We’re proud to join Alex’s Lemonade Stand Foundation for a second consecutive year. Through this campaign, we look forward to helping kids and families across the country make Alex’s dream of one day finding a cure, a reality.”
From June 1 through July 31, customers can “Help Fight Childhood Cancer, One Cup at a Time” by visiting their nearest Toys“R”Us or Babies“R”Us store to make a donation to ALSF. And, to engage the online world in this worthwhile endeavor, Toys“R”Us has developed an interactive microsite at Toysrus.com/AlexsLemonade, where visitors can make an online donation, find out more about the organization and learn how to host their very own Alex’s Lemonade Stand.
Toys“R”Us to Share Viral Videos to Highlight Impact of Kids Helping Kids
Through its various social media channels, Toys“R”Us will highlight extraordinary examples of kids helping kids by posting video messages from children affected by pediatric cancer, as well as some of ALSF’s littlest – yet biggest – supporters. In the videos, children share their stories of hope and inspiration, their personal connection to the organization and their desire to follow in Alex’s footsteps and encourage other kids to do the same. All videos highlighted throughout the campaign can be found on the company’s official YouTube channel at YouTube.com/ToysrusOnline.
The company will also utilize its Facebook page at Facebook.com/Toysrus to provide fundraising updates, fun activities, including a coloring sheet and lemonade stand pledge, and more. Pinterest users can also follow Toys“R”Us at Pinterest.com/Toysrus, where the company will showcase a dedicated Alex’s Lemonade Stand Foundation Pinboard, including lemonade recipes and photos of Alex’s Lemonade Stands hosted at Toys“R”Us stores across the country. Campaign supporters can also follow @ToysRUs on Twitter to receive updates on fundraising efforts and opportunities to get involved, which they can retweet to encourage friends, family and followers to join Toys“R”Us and ALSF in the fight against childhood cancer.
New Funding Initiatives Born from 2011 Toys“R”Us Campaign to Benefit ALSF
For ALSF, funding research projects remains a key objective, as the causes for nearly 90% of childhood cancers remains unknown. This year, with the help of the more than $1.5 million raised during the 2011 Toys“R”Us campaign benefiting ALSF, the organization introduced the “bridge grant” initiative to its funding strategy in an effort to support scientists’ projects while they reapply for federal funding, ensuring novel pediatric cancer research projects continue without compromise.
“As a direct result of the funds raised over the course of our partnership with Toys“R”Us, ALSF has been able to finance critical scientific pediatric cancer research projects as we continue to raise awareness for this heartbreaking disease,” said Liz Scott, Co-Executive Director of Alex’s Lemonade Stand Foundation. “Sharing in the vision of our daughter, Alex, we believe that every person can make a difference. That’s why we’re thrilled to partner with Toys“R”Us once again to encourage kids and families everywhere to join in the fight against childhood cancer.”
To jumpstart the 2012 campaign, the Toys“R”Us Children’s Fund, a public charity affiliated with Toys“R”Us, Inc., has provided a $100,000 grant to ALSF. Since the partnership began in 2011, donations from customers, Toys“R”Us and the Toys“R”Us Children’s Fund together have provided more than $2 million to the organization.
Charitable Giving at Toys“R”Us
The philanthropic mission of Toys“R”Us, Inc. and the Toys“R”Us Children’s Fund is to keep children safe and help them in times of need. The Toys“R”Us Children’s Fund contributes millions of dollars annually to various children’s organizations, including those providing disaster relief to victims of large-scale crises, as well as those supporting America’s military families. The Fund also provides grants to leading special needs organizations and has donated $1 million as the first Founding Partner of the 2014 Special Olympics USA Games. In addition to financial and product donations, Toys“R”Us, Inc. hosts in-store and online fundraising campaigns annually that raise millions of dollars for the company’s signature philanthropic partners.