Giving Level: $2 million and above
Since the partnership with Alex’s Lemonade Stand Foundation 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 the Foundation. To jumpstart the campaign in 2012, the Toys“R”Us Children’s Fund, a public charity affiliated with Toys“R”Us, Inc., provided a $100,000 grant to ALSF.
During its second consecutive nationwide fundraising and awareness campaign held from June 1 through July 31, 2012, Toys“R”Us collected nearly $1.9 million. In support of the company’s philanthropic mission to help kids in times of need, 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.
“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 also 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.
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.