#Stir4ACure Initiative Encouraged Customers to Show Their Support and Helped Raise Awareness in the Fight Against Childhood Cancer
Wayne, NJ (August 21, 2014) – Toys“R”Us® today announced that it raised more than $2.2 million during its fourth consecutive nationwide fundraising and awareness campaign benefiting Alex’s Lemonade Stand Foundation (ALSF), a nonprofit organization dedicated to finding a cure for pediatric cancer. Throughout the two-month campaign, 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.
“Once again, we are in awe of the support Toys“R”Us and its customers provided Alex’s Lemonade Stand Foundation,” said Liz Scott, Co-Executive Director of Alex’s Lemonade Stand Foundation and mother of Alex Scott. “Year after year we’ve watched Toys“R”Us motivate children and families across the nation to carry out Alex’s mission and ‘stir’ for a cure. With the funds raised during this year’s campaign, we are hopefully one step closer to making Alex’s dream of curing childhood cancer a reality.”
Diagnosed just before her first birthday, Alex Scott began hosting lemonade stands at the age of four to help kids like her who were affected by 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, established ALSF in 2005. Today, thousands of kids continue to host lemonade stands in Alex’s honor, “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 $80 million, showing that at any age, kids can make a lasting impact on their community and the world.
“Toys“R”Us remains dedicated to helping fight childhood cancer through our partnership with Alex’s Lemonade Stand Foundation,” said Kathleen Waugh, Chairman, Toys“R”Us Children’s Fund. “We are proud that, following this summer’s successful campaign, together Toys“R”Us and the Toys“R”Us Children’s Fund along with donations from customers, have now contributed more than $8.3 million over the past four years. These funds will be used to help fund pediatric cancer research projects and provide valuable resources to families affected by this disease.”
New to the 2014 campaign, Toys“R”Us engaged customers to participate in its #Stir4ACure initiative by sharing who or what they stir for via social media. Families from across the U.S. – including celebrity supporters such as actors Bailee Madison, Nolan Gould and Kristen Vangsness, as well as ALSF “heroes” – joined the #Stir4ACure movement.
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.
To jump-start the 2014 campaign, the Toys“R”Us Children’s Fund, a public charity affiliated with Toys“R”Us, Inc., provided a $100,000 grant to ALSF.
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, furthering the company’s commitment to children of all abilities. 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.