Toys''R''Us Children’s Fund Donates $250,000 to Save the Children® to Help Kids and Families Affected by Southern California Wildfires
October 25, 2007

Company Responds to Immediate Needs of Global Humanitarian Organization to Provide Safe Havens for Evacuees

WAYNE, N.J.–(BUSINESS WIRE)–Today, Toys“R”Us, Inc. announced that the Toys“R”Us Children’s Fund has donated $250,000 to Save the Children to help children and families forced to evacuate their homes due to the extensive wildfires raging throughout Southern California. Save the Children, a global humanitarian organization that responds to disasters and works to improve the lives of children around the world, has deployed a team of relief experts to the region. This team is charged with assessing the immediate critical needs of children and families impacted by the fires.

“Save the Children is deeply grateful for the immediate and generous support of the Toys“R”Us Children’s Fund,” said Mark K. Shriver, Vice President and Managing Director of U.S. Programs for Save the Children. “This donation is yet another example of the commitment the Toys“R”Us Children’s Fund has made to help children in need, particularly in times of emergencies. Through this contribution, we will be able to reach thousands of children who have been forced from their homes and help ensure their safety.”

“We are all saddened to see the destruction caused by these fires, and our hearts go out to all those in need, including many of our own associates and their families, who have been evacuated from their homes and affected by this disaster,” said Jerry Storch, Chairman and CEO, Toys“R”Us, Inc. “Save the Children understands the unique needs of children during times of disaster and we fully support and commend their relief efforts on behalf of the kids and families impacted by this crisis.”

Save the Children has responded to nearly 20 emergencies around the world over the last year, and works closely with the American Red Cross and other national response organizations in the United States to ensure that the particular needs of children are addressed during a disaster. The organization is currently setting up safe havens for children within evacuation centers throughout Southern California and is in the process of assessing what psychological and emotional support might be needed to help them cope with the disaster.

In addition to its work in the United States, Save the Children operates in more than 50 countries and serves more than 33 million children in need. The Toys“R”Us Children’s Fund also partnered with Save the Children by making a $1 million donation to support tsunami relief and reconstruction efforts in Southeast Asia.

Toys“R”Us, Inc. currently operates 70 Toys“R”Us and 32 Babies“R”Us stores in California, including 56 stores within the seven counties affected by the wildfires. The company’s newest full-sized location, offering a Toys“R”Us and Babies“R”Us store under one roof, will open in Redlands, California next month.

 About Toys“R”Us, Inc.

Toys“R”Us is the world’s leading specialty toy retailer. Currently it sells merchandise through more than 1,500 stores, including 586 stores in the U.S. and 707 international toy stores, which includes licensed and franchise stores, and through its Internet site at Babies“R”Us is the largest baby product specialty store chain in the world and a leader in the juvenile industry, and sells merchandise through 257 stores in the U.S. as well as on the Internet at

About the Toys“R”Us Children’s Fund

Since it was founded in 1992, the Toys“R”Us Children’s Fund, Inc. has donated millions of dollars each year to organizations and charities that support children and infants in need. In addition to Save the Children, the Toys“R”Us Children’s Fund supports several leading charitable organizations, including the Marine Toys for Tots Foundation, the Starlight Starbright Children’s Foundation, Autism Speaks, Children Affected by AIDS Foundation and Kids in Distressed Situations, among many others.


Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
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