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Toys'R'Us joins Alex's Lemonade Stand in fight against childhood cancer

WAYNE, N.J. — Toys"R"Us is continuing its support of Alex's Lemonade Stand Foundation (ALSF), a nonprofit organization dedicated to finding a cure for all children with cancer, through in-store and online fundraising as well as a social media campaign. Beginning this Friday, June 1 through Tuesday, July 31, the company will "Help Fight Childhood Cancer, One Cup at a Time" with an in-store and online fundraising campaign benefiting ALSF. Monetary donations will be collected at all Toys"R"Us and Babies"R"Us stores and online at Toysrus.com/AlexsLemonade.

"At Toys"R"Us, we have received a tremendous outpouring of support from our customers, employees and communities for this organization, which has positively impacted the lives of those affected by childhood cancer," said Sloane Lucas, director corporate philanthropy for Toys"R"Us, Inc. "We're proud to join Alex's Lemonade Stand Foundation for a second consecutive year. Through this campaign, we look forward to helping kids and families across the country make Alex's dream of one day finding a cure, a reality."

To engage the online world in this worthwhile endeavor, Toys"R"Us has developed an interactive microsite at Toysrus.com/AlexsLemonade, where visitors can make an online donation, find out more about the organization and learn how to host their very own Alex's Lemonade Stand.

In addition, through its various social media channels, Toys"R"Us will highlight extraordinary examples of kids helping kids by posting video messages from children affected by pediatric cancer, as well as some of ALSF's littlest – yet biggest – supporters. In the videos, children share their stories of hope and inspiration, their personal connection to the organization and their desire to follow in Alex's footsteps and encourage other kids to do the same. All videos highlighted throughout the campaign can be found on the company's official YouTube channel at YouTube.com/ToysrusOnline.

The company will also utilize its Facebook page at Facebook.com/Toysrus to provide fundraising updates, fun activities, including a coloring sheet and lemonade stand pledge, and more. Pinterest users can also follow Toys"R"Us at Pinterest.com/Toysrus, where the company will showcase a dedicated Alex's Lemonade Stand Foundation Pinboard, including lemonade recipes and photos of Alex's Lemonade Stands hosted at Toys"R"Us stores across the country. Campaign supporters can also follow @ToysRUs on Twitter to receive updates on fundraising efforts and opportunities to get involved, which they can retweet to encourage friends, family and followers to join Toys"R"Us and ALSF in the fight against childhood cancer.

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