Giving Level: $2 million and above
As part of the company’s fourth consecutive nationwide fundraising and awareness campaign benefiting Alex’s Lemonade Stand Foundation (ALSF) and its mission to find cures for all childhood cancers, Toys“R”Us encouraged kids of all ages to #Stir4ACure and raised more than $2.2 million for ALSF!
Throughout the two-month campaign from June 1 – July 31, Toys“R”Us and Babies“R”Us® customers were encouraged to make a donation in-store or online and sign up to host an official Alex’s Lemonade Stand. To demonstrate further support for ALSF, the company launched a new consumer engagement initiative, #Stir4ACure, which invited social media users to spread awareness for the cause by sharing who or what they stir for – whether a cure, family member or all children fighting for cancer. The initiative followed in the footsteps of Alexandra “Alex” Scott, the inspiration behind ALSF, who “stirred for a cure” for all kids like her, before losing her battle with cancer at the age of eight.
Throughout the campaign, to further support the organization, Toys“R”Us partnered with children and families who have been affected by childhood cancer to host official Alex’s Lemonade Stands in select Toys“R”Us stores across the country. During the event, volunteers and ALSF advocates served lemonade and spoke about the importance of the organization, while generating donations and participation in the #Stir4ACure initiative.
Additionally, all Toys“R”Us stores across the country held an in-store event, which served as a nationwide platform to provide families with information about ALSF and encourage them to donate to the cause. Children in attendance enjoyed special giveaways and activities, including a take-home pledge inviting their family to set up an official Alex’s Lemonade Stand and participate in the company’s #Stir4ACure social media program.
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 $8.3 million to the organization.