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 $5.8 million to the Foundation. To jumpstart the campaign in 2013, 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 third consecutive nationwide fundraising and awareness campaign held from June 1 through July 31, 2013, Toys“R”Us collected nearly $1.8 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 and by signing up to host an official Alex’s Lemonade Stand. To further show support for ALSF, the company launched its first-ever Lemon Smiles Challenge, a social media campaign designed to encourage Facebook, Twitter and Instagram users to spread awareness of ALSF and pediatric cancer by sharing photos of themselves, family and friends smiling while biting into a lemon slice.
“This year’s campaign benefiting Alex’s Lemonade Stand further demonstrates the impact Alex’s dream continues to have on our customers and employees across the country,” said Kathleen Waugh, Chairman, Toys“R”Us Children’s Fund. “From Lemon Smiles covering our Facebook wall to supporters volunteering to host Alex’s Lemonade Stands in our stores, we’ve seen the strong connection people have to this inspiring organization. With so many families affected by pediatric cancer, we are truly thankful for the support we received this year and are proud that each dollar raised will be dedicated to helping find a cure.”
In addition to the hundreds of Facebook, Twitter and Instagram photos posted in support of the company’s Lemon Smiles Challenge, each week throughout the campaign, the Toys“R”Us Facebook page featured a “Sunday Spotlight” post highlighting one child’s inspirational story of hope, their personal association to ALSF and their desire to follow Alex’s example. To further support the organization, the company invited ALSF “Heroes,” kids and their families who have been affected by childhood cancer, as well as supporters to host official Alex’s Lemonade Stands in select stores nationwide, during which they 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.