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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...]

American Greetings, Alex’s Lemonade Stand Launch National Childhood Cancer Awareness Month With Strawberry Shortcake

American Greetings Properties, the intellectual property and outbound licensing division of American Greetings Corporation, and Alex’s Lemonade Stand Foundation, a nonprofit dedicated to finding cures for kids with cancer, are once again teaming up for a berry special campaign this September in support of National Childhood Cancer Awareness Month. Pop culture icon Strawberry Shortcake is enlisting families across the country to host Strawberry Shortcake Alex’s Lemonade Stands to raise funds and awareness for the cause. The campaign, now in its third year, has raised more than $150,000 in support of research projects dedicated to finding a cure for all kids with cancer.

Families can sign up to host Strawberry Shortcake Alex’s Lemonade Stands during the month of September at http://www.alexslemonade.org/campaign/strawberry-shortcake. Volunteers will be provided with Strawberry Shortcake kits that include vouchers for strawberry lemonade and branded materials to make their lemonade stand “stand” apart. In addition to the funds raised, American Greetings Properties will donate $50 to Alex’s Lemonade Stand Foundation for the first 300 stands registered in September, which will go toward research.

This post was originally written by Sierra McCleary-Harris and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.