Through the dedication of the International Licensing Industry Merchandisers’ Association (LIMA) and the generosity of the licensing industry, the LIMA Cares campaign is well poised to raise $4 million for the Children’s Brain Tumor Foundation (CBTF), the organization’s charity of choice. LIMA expects to reach the achievement just in time for May’s National Brain Tumor Awareness Month–and the group’s commitment will continue strongly, as it works to meet its goal of raising an additional $5 million in the next five years.

As part of the 2013 LIMA Cares campaign theme, “Save the Bravest,” LIMA is encouraging all of its members and licensing industry professionals to “Tweet for the Bravest” on April 17. In addition, companies and individuals of the licensing community can invest in a tribute ad to appear in the official program distributed at the LIMA Awards Ceremony on June 18, 2013 during Licensing International Expo in Las Vegas. 

The funds that LIMA and the licensing industry are raising directly benefit the CBTF Tissue Consortium–a collaborative research effort by doctors from four hospitals working to accumulate, analyze, and evaluate treatments of all pediatric brain tumor types. LIMA is the exclusive corporate sponsor of the Consortium, with 100 percent of the money donated going directly toward research.

To learn more on participating in the “Tweet for the Bravest,” reserving an ad in the official Awards tribute program, direct donation options, and more, visit