Alex's Lemonade Stand Foundation for Childhood Cancer

WAYNE, NJ (August 16, 2011) – Toys“R”Us, Inc. today announced that its first-ever, in-store and online awareness and fundraising campaign benefiting Alex’s Lemonade Stand Foundation (ALSF) raised more than $1.5 million to help the non-profit organization find better treatments and – ultimately – a cure for pediatric cancer.  From June 1 through July 31, Toys“R”Us® and Babies“R”Us® customers were encouraged to “Help Fight Childhood Cancer, One Cup at a Time” by donating cash at store registers and online, as well as by signing up to host official Alex’s Lemonade Stands in their local communities. The Toys“R”Us Children’s Fund also supported this charitable initiative by awarding ALSF a $100,000 grant. 

“Seeing the partnership with Toys“R”Us come to fruition, and surpass $1.5 million in funds raised in just eight weeks, I can only imagine the smile it would bring to Alex’s face,” said Liz Scott, Alex’s mom. “This campaign ended on such a successful note just one day before the 7-year anniversary of Alex’s death, serving as an incredibly positive reminder of our little girl and the fact that her legacy continues to inspire so many children.”

“With an average of 36 children and adolescents diagnosed with cancer every day in the U.S. – and whose families are deeply impacted by this disease – we are truly thankful to our customers and employees who enthusiastically supported our campaign,” said Jerry Storch, Chairman and CEO, Toys“R”Us, Inc. “At Toys“R”Us, we love kids, and we were pleased to showcase this organization on a national level, and to share how Alex’s Lemonade Stand Foundation provides hope for countless families through their work to eradicate pediatric cancer.”

To further support Alex’s cause, all Toys“R”Us stores nationwide hosted in-store awareness events. During the events, kids and parents made donations and learned how to sign up to host official Alex’s Lemonade Stands, so they, too, could help fight childhood cancer, one cup at a time.

In addition to those who attended the in-store activities, thousands more shared virtual cups of lemonade through the official Toys“R”Us Facebook page. This viral marketing effort helped to spread the word of Alex’s mission in the digital space.