China Toy Fair


Toys “R” Us Encourages Customers to #Stir4ACure to Benefit Alex’s Lemonade Stand

Toys'R'Us Alex's Lemonade Stand FoundationToys “R” Us Inc. has reaffirmed its support of Alex’s Lemonade Stand Foundation (ALSF), a nonprofit organization dedicated to finding a cure for childhood cancer. Beginning June 1 through 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 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. [Read more...]

Monkeez Makes a Difference to Give Away Charity Event Kits During ASTRA

Monkeez Makes a DifferenceMonkeez Makes a Difference, the educational, charitable program for children from MVP Brands, will give away more than 100 charity event kits to retailers during the ASTRA Marketplace & Academy in Nashville from June 17 to 18. Event kits include ideas and materials to plan and host communitybuilding events to benefit three nationally renowned charities the program partners with, including how to set up a lemonade stand to benefit Alex’s Lemonade Stand Foundation, collecting dog toys to benefit Best Friends Animal Society and local animal shelters, and hosting Operation Christmas Child shoe box packing parties to benefit Samaritan’s Purse. The event kits are free of charge and available on a first come, first served basis.

In addition, all Monkeez Makes a Difference backtoschool merchandise will feature a 25 percent discount during the ASTRA show, including backpacks, lunch boxes, water bottles, pencil boxes, and backpack clips. For retailers purchasing Monkeez Makes a Difference backto-school merchandise and other products, free freight is available on orders of $300 or more. [Read more...]

Toys “R” Us Introduces Lemon Smiles Challenge to Kick Off ALSF Campaign

Toys-R-Us-Logo copyToys “R” Us Inc. launched its third consecutive fundraising campaign to benefit Alex’s Lemonade Stand Foundation (ALSF), a nonprofit organization dedicated to finding a cure for childhood cancer. From June 1 to 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 kick off this year’s program, the company has introduced its Lemon Smiles Challenge, a social media campaign designed to encourage Facebook and Twitter users to spread awareness for ALSF by sharing photos of themselves, family, and friends smiling while biting into a lemon slice. Fans who would like to encourage others to do the same and grow the Lemon Smiles movement can share their smiles on the Toys“R”Us Facebook page at Facebook.com/Toysrus or tag @ToysRUs on Twitter using the #LemonSmiles hashtag.

Drawing inspiration from Alexandra “Alex” Scott, the founder of ALSF whose motto was “when life gives you lemons, make lemonade,” participants can show support for kids fighting cancer, ALSF, and all who continue to search for a cure. Diagnosed before her first birthday, Alexandra “Alex” Scott hosted lemonade stands to raise money to help kids like her until she lost her life to cancer at the age of 8. In 2005, her parents, Liz and Jay Scott, established ALSF to continue her dream of finding a cure for the disease. According to the American Cancer Society, about 11,630 children in the U.S. under the age of 15 will be diagnosed with cancer this year alone. Through pediatric cancer research projects, supporting families affected by cancer, and encouraging kids to help other kids in need by hosting lemonade stands, the organization hopes to aid these children and their families, and–ultimately–find a cure. To date, Alex’s legacy has helped raise more than $60 million. [Read more...]

Monkeez Makes a Difference Debuts New Characters, Pet Toys During Atlanta Market

Monkeez Makes a Difference, the educational, charitable program for children from MVP Group International, is adding several new sock-monkey characters and toys to the philanthropic line. Ten new knit and mini plush characters and eight new pet toys will join the more than 90 existing products in the family. The new products will debut during the Atlanta Market and will also be available for ordering during the Dallas and Las Vegas markets, as well as at the American International Toy Fair in New York. [Read more...]

MVP Group International Delivers Donations To Charities

Monkeez Makes a Difference, MVP International’s charitable program, has delivered its first round of donations to three charities: Alex’s Lemonade Stand Foundation, Samaritan’s Purse, and Best Friends Animal Society received a total of $15,437.33. Developed by Chrysti Propes, the Monkeez Make a Difference program teaches children the importance of helping others through kid-friendly tools, such as the Genuine Monkeez and Friends plush characters, online games, and Do Good challenge trading cards. [Read more...]