Toys "R" Us Launches Campaign for Alex's Lemonade Stand Foundation

GDA Staff -- Gifts and Dec, 6/1/2011 2:39:24 PM

Wayne, NJ - Toys "R" Us Inc. set up an eight-week campaign to increase publicity and donations to the Alex's Lemonade Stand Foundation (ALSF), a non-profit organization dedicated to cancer research and treatment.

The company kicked off the campaign with a $100,000 grant to the ALSF, presented by the Toys "R" Us Children's Fund. Customers are also being encouraged to donate at Toys "R" Us and Babies "R" Us stores, as well as on the campaign site.

The first fundraising event will take place at the Toys "R" Us in Time Square, where Liz and Jay Scott, founders of

the ASLF, among other ASLF advocates, will serve lemonade to New York City residents and visitors. The company also intends to involve children in making official Alex's Lemonade Stands through in-store events on June 25. Children and their families will be able to make donations and receive information about ALSF in stores nationwide from noon to 3 p.m. and will also receive a pledge and instructions on how to make the stand.

The ASLF was founded by the Scotts in memory of their daughter Alexandra "Alex" Scott, who died of cancer at age eight. At four years old, Alex set up a front-yard lemonade stand to raise money for cancer patients and, before her death in 2004, raised $1 million through lemonade stands hosted nationwide in her name.