The International Licensing Industry Merchandisers’ Association (LIMA) will be supporting its LIMA Cares charity campaign at the Licensing International Expo 2010 in Las Vegas. The campaign will be raising money for the Children’s Brain Tumor Foundation (CBTF) as part of a three-year commitment to raise $3 million to fund the CBTF Tissue Consortium. Attendees can support CBTF through a silent auction, the LIMA Climb, and a texting campaign.

“As our industry gathers for Licensing International Expo in Las Vegas, I can think of no better way for us to show our strength and unity than by supporting efforts to cure children’s brain cancer,” Charles Riotto, president of LIMA, says in a press release.

Bidding for the silent auction will start Tuesday, June 8, and items will include tickets to sporting and entertainment events such as: the U.S. Open Women’s Final, 2011 Final Four, X Games 16, Survivor finale taping, a CBS comedy taping, Beastly premiere and after party, Nickelodeon’s Kids’ Choice Awards, Come Fly Away on Broadway, the 2010 American Idol Summer Live Tour and meet and greet passes, The Price is Right taping, Cartoon Network’s Hall of Game inaugural event, and a NASCAR Ride Along certificate. Bids will be taken through June 20 on Ebay.

Pledges will be taken for the LIMA Climb event to the base camp of Mt. Everest. The climb will take place October 13-31, and over $158,000 has already been pledged.

Attendees can also support CBTF by contributing $10 through a texting campaign by texting LIMA (5462) to 50555.