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Toys"R"Us® Raises Nearly $1.9 Million During Nationwide Campaign Benefiting Alex’s Lemonade Stand Foundation

By: Toys R Us |  5 Shares     224 Reads

Company Drives Awareness, Encourages Customers to Join the Fight Against Pediatric Cancer Through Impactful Social Media Campaign and In-Store Events

August 13, 2012 // Franchising.com // Wayne, NJ – Toys"R"Us® today announced that it collected nearly $1.9 million during its second consecutive nationwide fundraising and awareness campaign benefiting Alex’s Lemonade Stand Foundation (ALSF), a nonprofit organization dedicated to finding a cure for childhood cancer. In support of the company’s philanthropic mission to help kids in times of need, from June 1 through July 31, Toys"R"Us and Babies"R"Us®customers were encouraged to “Help Fight Childhood Cancer, One Cup at a Time” by making a donation in-store or online, or by signing up to host an official Alex’s Lemonade Stand. Donations made during this year’s campaign will help ALSF find better treatments and – ultimately – a cure for pediatric cancer.

“We cannot thank the Toys"R"Us family – and their customers – enough for their overwhelming enthusiasm and response in support of this year’s campaign,” said Liz Scott, Co-Executive Director of Alex’s Lemonade Stand Foundation and mother of Alex Scott, who inspired the charity that bears her name. “It was our daughter’s mission to help kids like her, and through this partnership, we’ve been able to raise even more awareness and incredible funds for the cause, taking a tremendous leap in the fight against childhood cancer.”

ALSF was inspired by Alexandra “Alex” Scott, who fought cancer until she was 8 years old. Alex hosted front-yard lemonade stands to raise money for kids like her, and in 2005, her parents Liz and Jay Scott established ALSF to continue what Alex had started. Through funding pediatric cancer research projects, establishing resources to assist families affected by cancer and encouraging kids to help other kids in need by hosting front-yard lemonade stands, the organization continues to work toward Alex’s mission of finding a cure. To date, Alex’s legacy has helped raise nearly $55 million for the cause.

“For a second consecutive year, our customers and employees across the country showed an incredible commitment to our campaign benefiting Alex’s Lemonade Stand Foundation,” said Sloane Lucas, Director, Corporate Philanthropy, Toys"R"Us, Inc. “The simple, yet powerful, act of hosting a lemonade stand, and the story behind ALSF, has definitely struck a chord. At Toys"R"Us, we understand the importance of helping kids in times of need and hope that each dollar raised will help Alex’s dream of finding a cure for childhood cancer become a reality.”

Toys"R"Us engaged fans and followers of its official social media channels, through which the company shared viral video messages highlighting extraordinary examples of kids helping kids, encouraged users to share virtual cups of lemonade, shared photos of in-store Alex’s Lemonade Stands and more. To further support the organization, the company invited ALSF “Heroes” and supporters to host official Alex’s Lemonade Stands in select stores across the country, during which they shared their personal connection to ALSF and encouraged customer donations.

To jumpstart this year’s campaign, the Toys"R"Us Children’s Fund, a public charity affiliated with Toys"R"Us, Inc.,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 $3.9 million to theorganization.

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.

About Toys"R"Us, Inc.

Toys"R"Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 874 Toys"R"Us and Babies"R"Us stores in the United States and Puerto Rico, and in more than 625 international stores and over 145 licensed stores in 35 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites includingToysrus.com, Babiesrus.com, eToys.com and FAO.com, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys"R"Us, Inc. employs approximately 70,000 associates annually worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need. Additional information about Toys"R"Us, Inc. can be found on Toysrusinc.com. Follow Toys"R"Us, Babies"R"Us and FAO Schwarz on Facebook at Facebook.com/Toysrus, Facebook.com/Babiesrus and Facebook.com/FAO and on Twitter at Twitter.com/Toysrusand Twitter.com/Babiesrus.

Media Contacts:

Toys"R"Us, Inc.

Adrienne O'Hara
(973) 617-4383
Adrienne.Ohara@toysrus.com

Kerry Smith
(973) 617-4380
Kerry.Smith@toysrus.com

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