Nationwide Campaign Highlights Kids Helping Kids – One Cup at a Time – Through In-Store and Online Fundraising Program, Virtual Lemonade Stand and Special Events
Wayne, NJ (June 1, 2011) – Toys“R”Us, Inc. today announced the launch of an eight-week, in-store and online fundraising and awareness campaign benefiting Alex’s Lemonade Stand Foundation (ALSF), a non-profit organization dedicated to finding better treatments and – ultimately – a cure for childhood cancer. Now through Sunday, July 31, customers can make donations at all Toys“R”Us® and Babies“R”Us® stores nationwide and online at Toysrus.com/AlexsLemonade. To kick off this campaign, the Toys“R”Us Children’s Fund awarded a $100,000 grant to ALSF.
Campaign Emphasizes the Impact of Kids Helping Kids, One Cup at a Time
Alexandra “Alex” Scott was diagnosed with a rare form of cancer before her first birthday. At 4 years old and driven by the motto, “When life hands you lemons, make lemonade,” Alex decided to host a front-yard lemonade stand to raise money to help kids like her. This call-to-action rallied family, friends and neighbors in her support and became an annual event. Before she died in 2004 at the age of 8, Alex raised $1 million through lemonade stands hosted in her name across the country.
In 2005, Alex’s parents, Liz and Jay Scott, established ALSF in her honor and, today, the organization continues to encourage kids to work toward Alex’s mission to find a cure for all children with cancer. To date, Alex’s legacy has helped raise $40 million, showing that a small child’s big dream can make a significant impact.
“All of us at Toys“R”Us are inspired by the story of Alex Scott and her determination to help other kids with cancer through the simple act of hosting a lemonade stand in her front yard.” said Jerry Storch, Chairman and CEO, Toys“R”Us, Inc. “Through our partnership with Alex’s Lemonade Stand Foundation, we hope to encourage kids and families across the country to join the fight against pediatric cancer, building on Alex’s legacy of helping kids when they need it most.”
Toys“R”Us Provides ALSF a National Platform to Empower Children to Help Fulfill Alex’s Wish
Throughout the duration of the fundraising campaign, Toys“R”Us stores nationwide will display distinctive signage, featuring signature ALSF imagery, to help generate donations. The company today also launched a dedicated microsite at Toysrus.com/AlexsLemonade to serve as a go-to destination for anyone interested in learning more about the campaign and how they can help.
“We are thrilled to have Toys“R”Us join us in the battle against childhood cancer,” said Liz Scott, Alex’s mom and Vice President of Outreach and Communications for Alex’s Lemonade Stand Foundation. “This partnership with Toys“R”Us provides a significant opportunity to raise awareness and funds for pediatric cancer, while empowering children of all ages to follow in our daughter’s footsteps and host their own stands.”
To further support Alex’s mission, on June 25, all Toys“R”Us stores nationwide will host in-store events from 12 noon to 3pm, providing kids and families the opportunity to make donations and receive information about ALSF and how they can get involved. Children who attend the event will enjoy coloring their own lemonade stand sign and can take home a pledge to review with their parents that offers step-by-step instructions on how to set up their own official Alex’s Lemonade Stand.
Virtual Lemonade Stand Allows Facebook Friends to Share a Cup and Spread the Word
Facebook users can show their support for, and stay informed about, this campaign by becoming fans of Toys“R”Us and Babies“R”Us at Facebook.com/Toysrus and Facebook.com/Babiesrus, where they will receive fundraising updates, news about special events and more. And, as part of a viral marketing initiative to increase awareness of pediatric cancer, Toys“R”Us will encourage members of its official Facebook fan page to share a virtual cup of lemonade with their Facebook friends.
Those who would like to encourage others to donate by tweeting about the campaign can follow @Toysrus to receive campaign details, which they can share with friends, family and followers.
The World’s Greatest Toy Store® Transforms into an Official Alex’s Lemonade Grand Stand
To kick off the company’s eight-week campaign benefiting ALSF, Toys“R”Us will transform its international flagship store into an official Alex’s Lemonade Grand Stand.* On Friday, June 3, Toys“R”Us Times Square will welcome Liz and Jay Scott, as well as other ALSF advocates, to serve cups of lemonade to New York City residents and visitors who stop by to show support for this worthwhile cause.
Also, as part of the Toys“R”Us Times Square event, the Scotts will sign purchased copies of Alex and the Amazing Lemonade Stand, a children’s book they wrote using rhymes and bright whimsical pictures to tell Alex’s inspirational and uplifting story. The book serves as an important lesson for children of all ages – the small act of one person can impact many. A portion of all proceeds generated from the sale of these books is directed to ALSF.
*Event subject to change or cancellation.
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 872 Toys“R”Us and Babies“R”Us stores in the United States, and in more than 520 international stores and over 200 licensed stores in 33 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 including Toysrus.com, Babiesrus.com, eToys.com, FAO.com and babyuniverse.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 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.
About the Toys“R”Us Children’s Fund
The Toys“R”Us Children’s Fund is a public charity affiliated with Toys“R”Us, Inc., a company that unabashedly declares “We love kids!” The core mission of the Toys“R”Us Children’s Fund is to keep children safe and help them in times of need. Since it was founded in 1992, the Toys“R”Us Children’s Fund has contributed millions of dollars to qualified organizations that support that mission, including those providing disaster relief to children and families who are victims of large-scale crises. The Toys“R”Us Children’s Fund also provides grants to leading organizations that support children with special needs.
Primary fundraising activities include the annual Toys“R”Us Children’s Fund Gala, a private, invitation-only event that showcases the work of the Fund and raises money to support its many beneficiaries. This annual benefit has raised more than $95 million since its inception in 1985 and is one of the largest single-night fundraising events held in New York City.
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