Toys"R"Us® Encourages Customers To #Stir4ACure During Its 2014 Campaign To Benefit Alex's Lemonade Stand Foundation

WAYNE, N.J., May 29, 2014 /PRNewswire/ -- Toys"R"Us, Inc. today announced it has reaffirmed its support of Alex's Lemonade Stand Foundation (ALSF), a nonprofit organization dedicated to finding a cure for childhood cancer. Beginning this Sunday, June 1 through Thursday, July 31, monetary donations will be collected at all Toys"R"Us^® and Babies"R"Us^® stores nationwide and online at Toysrus.com/AlexsLemonade. To celebrate its fourth consecutive year of partnership with ALSF, Toys"R"Us is debuting a new campaign theme and consumer engagement initiative, #Stir4ACure, which invites social media users to spread awareness for the charity by sharing who or what they stir for – whether it's a cure, a family member or all children fighting cancer. By joining the effort, participants can show support for the cause and for Alexandra "Alex" Scott, the inspiration behind ALSF who "stirred for a cure" for all kids like her before losing her life to cancer at the age of 8.

Diagnosed just before her first birthday, Alex Scott began hosting lemonade stands at only 4 years old with a mission to find a cure for pediatric cancer. Before she died in 2004, Alex raised $1 million through stands hosted in her name. Inspired by Alex's determination, her parents, Liz and Jay Scott, continued her dream and established ALSF in 2005. The organization now funds research projects and provides resources to assist families affected by this disease. Alex's mission has evolved into a national movement, with thousands of kids continuing to host lemonade stands in her honor and "stirring" the most important ingredients of all into their lemonade – hope and support for the 263,000 new children affected by cancer worldwide each year. To date, Alex's legacy has helped raise more than $75 million, showing that at any age, kids can have a lasting impact on the world.

"Because of our partnership with Toys"R"Us, we have been able to fund countless, critical pediatric cancer research projects over the last four years, many of which have gone on to directly impact and give hope to the thousands of children and families fighting cancer in the U.S.," said Liz Scott, Alex's mom and Co-Executive Director for Alex's Lemonade Stand Foundation. "We are thankful to the entire "R"Us family and its customers who have joined Alex's mission, and we know that together we can #Stir4ACure to help turn her dream into a reality."

"Over the last four years, Alex's resolve and courageousness has been an inspiration to us all at Toys"R"Us, as well as our customers, who have embraced the cause and helped us to contribute nearly $6 million to Alex's Lemonade Stand Foundation," said Kathleen Waugh, Chairman, Toys"R"Us Children's Fund. "This year, we hope to raise even more funds that will be vital to ALSF in advancing its research efforts, as well as generate additional awareness for the organization, encouraging kids and families across the country to #Stir4ACure."

Toys"R"Us Engages Customers and Kids to #Stir4ACure
To commemorate this year's partnership, Toys"R"Us is inviting kids and families to show their support for ALSF through the company's #Stir4ACure initiative. Beginning today, Facebook, Twitter and Instagram users can #Stir4ACure by visiting Toysrus.com/AlexsLemonade, where they'll find a downloadable, print-out pledge, on which they are encouraged to write down who or what they stir for. To further spread the word about the cause, participants are then asked to share photos of their signs on their social media channels, using #Stir4ACure.

Throughout the campaign, the Toys"R"Us Facebook, Twitter and Instagram pages will feature posts highlighting an ALSF hero and their own inspirational story and personal connection to the cause. The company's official social media channels will also provide ongoing fundraising updates, opportunities to get involved, fun activities and more. Pinterest users can follow Toys"R"Us at Pinterest.com/Toysrus, where the company will showcase a dedicated Alex's Lemonade Stand Foundation Pinboard featuring user-generated photos from the #Stir4ACure program and Alex's Lemonade Stands hosted at Toys"R"Us stores across the country, as well as lemon recipes and lemonade stand decor.

Alex's Lemonade Stands Come to Life in Toys"R"Us Stores
On Friday, June 20, select Toys"R"Us stores across the country will host in-store lemonade stands where kids and families will have the opportunity to meet ALSF volunteers, sample lemonade, make a donation and learn more about the organization.

In addition, all Toys"R"Us locations nationwide will hold in-store events on Saturday, June 21 from noon to 3pm, providing kids and families with the opportunity to donate and receive information about ALSF. Children in attendance will enjoy special giveaways (quantities limited) and activities, plus a take-home pledge to review with their parents, inviting their family to set up their own official Alex's Lemonade Stand and participate in the company's #Stir4ACure social media program.

To kick off the 2014 campaign, the Toys"R"Us Children's Fund, a public charity affiliated with Toys"R"Us, Inc., has provided a $100,000 grant to ALSF. Since the partnership began in 2011, Toys"R"Us and the Toys"R"Us Children's Fund, along with donations from customers, together have provided nearly $6 million to the organization.

To download high-resolution images related to the Toys"R"Us campaign benefitting ALSF, please visit: https://toysrus.sharefile.com/d/s254063e40374848b

Charitable Giving at Toys"R"Us
The philanthropic mission of Toys"R"Us, Inc. and the Toys"R"Us Children's Fund is to keep children safe and help them in times of need. The Toys"R"Us Children's Fund contributes millions of dollars annually to various children's organizations, including those providing disaster relief to victims of large-scale crises, as well as those supporting America's military families. The Fund also provides grants to leading special needs organizations and has donated $1 million as the first Founding Partner of the 2014 Special Olympics USA Games. In addition to financial and product donations, Toys"R"Us, Inc. hosts in-store and online fundraising campaigns annually that raise millions of dollars for the company's signature philanthropic partners.

About Alex's Lemonade Stand Foundation
Alex's Lemonade Stand Foundation (ALSF) emerged from the front yard lemonade stand of cancer patient Alexandra "Alex" Scott (1996-2004). In 2000, 4-year-old Alex announced that she wanted to hold a lemonade stand to raise money to help find a cure for all children with cancer. Since Alex held that first stand, the Foundation bearing her name has evolved into a national fundraising movement, complete with thousands of supporters across the country carrying on her legacy of hope. To date, Alex's Lemonade Stand Foundation, a registered 501(c)3 charity, has raised more than $80 million toward fulfilling Alex's dream of finding a cure, funding over 450 pediatric cancer research projects nationally. For more information on Alex's Lemonade Stand Foundation, visit AlexsLemonade.org.

Photo - http://photos.prnewswire.com/prnh/20140513/87159

SOURCE Toys"R"Us, Inc.