Toys “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.
Diagnosed just before her first birthday, Alex Scott began hosting lemonade stands at 4 years old with a mission to find a cure for pediatric cancer. Before she died in 2004, Alex raised $1 million through lemonade stands hosted in her name. Inspired by Alex’s determination, her parents, Liz and Jay Scott, continued her dream and established ALSF in 2005. The organization now funds research projects and provides resources to assist families affected by this disease. Alex’s legacy has helped raise more than 75 million dollars.
On June 20, select Toys “R” Us stores across the country will host in-store lemonade stands where kids and families will have the opportunity to meet ALSF volunteers, sample lemonade, make a donation, and learn more about the organization.
In addition, all Toys “R” Us locations nationwide will hold in-store events on June 21 from noon to 3pm, providing kids and families with the opportunity to donate and receive information about ALSF. Children in attendance will enjoy special giveaways, activities, and a take-home pledge to review with their parents, inviting their family to set up their own official Alex’s Lemonade Stand and participate in the company’s #Stir4ACure social media program.
