Helping Kids in Need

The core philanthropic mission of Toys“R”Us, Inc. and the Toys“R”Us Children’s Fund is to keep children safe and help them in times of need. One of our main areas of focus includes helping children facing poverty and supporting them in times of distress.


Alex’s Lemonade Stand Foundation™

Alex’s Lemonade Stand Foundation™ (ALSF) started as a front yard lemonade stand hosted by 4-year-old Alexandra “Alex” Scott, who was diagnosed with cancer just before her first birthday. Wishing to help doctors find a cure for childhood cancer, Alex held her first lemonade stand in 2000, raising $2,000 in one day. Even as she faced illness and difficult treatments, she continued to host lemonade stands every year thereafter. In 2004, Alex lost her life to cancer at the age of 8, but not before she raised $1 million to help find a cure for the disease that she bravely battled for so many years. Through one little girl’s inspiration, ALSF was formally established as a charitable organization in 2005 by Alex’s parents, Liz and Jay Scott. ALSF continues to encourage families nationwide to work toward Alex’s dream of a cure for all children with cancer. To date, Alex’s legacy has helped raise more than $100 million. Recognizing the importance of assisting all kids who are affected by a childhood cancer diagnosis, in 2014, ALSF joined forces with SuperSibs!, an organization dedicated to supporting the siblings of children with cancer.

In 2015, Toys“R”Us reaffirmed its commitment to ALSF, providing a $100,000 grant through the Toys“R”Us Children’s Fund and launching its fifth consecutive fundraising and awareness campaign. Since the partnership began in 2011, donations from customers, Toys“R”Us and the Toys“R”Us Children’s Fund together have provided more than $8.5 million to ALSF. Additionally, the partnership between Toys“R”Us and ALSF was honored with a 2012 Gold Halo Award for Best Event Marketing Campaign and a 2013 Corporate/Community Partnership CSR Award from PR News.


Make-A-Wish Foundation®

Over the past 17 years, the Toys“R”Us Children’s Fund and Toys“R”Us, Inc. have provided Make-A-Wish with more than $2.8 million to help make wishes come true for children facing life-threatening medical conditions. Shopping spree wishes are held at Toys“R”Us stores across the country, creating celebratory events for wish children as they are cheered on by our employees and Geoffrey the Giraffe. Make-A-Wish enriches the human experience with hope, strength and joy. According to a 2011 U.S. study of wish impact, most health professionals surveyed believe a wish-come-true can have positive impacts on the health of the children. Based in Phoenix, Make-A-Wish is one of the world’s leading children’s charities, serving children in every community in the United States and its territories. With the help of generous donors and more than 25,000 volunteers, Make-A-Wish grants a wish every 38 minutes and has granted more than 240,000 wishes in the United States since its inception. For more information about Make-A-Wish, visit


Bundled in Hope® Benefiting Save the Children

In collaboration with Save the Children, a global humanitarian agency working to create positive change for children in the United States, Toys“R”Us has provided thousands of blankets to babies in need in the U.S. through the company’s Bundled in Hope campaign. This initiative has also provided Save the Children with more than $2.5 million in donations from Toys“R”Us, the Toys“R”Us Children’s Fund and customer contributions in support of the organization’s early childhood programs in impoverished regions around the country.


Marine Toys for Tots Foundation

As the largest retail partner in the history of Toys for Tots, Toys“R”Us, Inc. has launched award-winning campaigns that have raised over $41.9 million and collected 4 million toys throughout its 11-year partnership with the organization. Each year, during the holiday season, cash and toy donations are collected in all Toys“R”Us and Babies“R”Us stores nationwide, and monetary donations are accepted online. All toys collected remain in the community where they are donated to benefit local children in need. Toys for Tots, the U.S. Marine Corps Reserve’s premier community action program and one of the nation’s flagship Christmas charitable causes, is dedicated to delivering a message of hope and bringing the joy of Christmas to America’s less fortunate children. Our campaigns for Toys for Tots have twice been honored by the Cause Marketing Forum’s HALO awards, and the company received a SPARC award for Outstanding Corporate Citizen.


Kids in Distressed Situations

Kids in Distressed Situations (K.I.D.S.) is a global charity that distributes new, donated children’s merchandise to more than 1,000 nonprofit agencies that help children in poverty-stricken communities, homeless shelters, foster-care facilities, hospitals, AIDS clinics and relief organizations. Since 1988, the “R”Us family has given K.I.D.S. over $40 million in product donations from its corporate office, distribution centers and stores nationwide. Additionally, the organization has received more than $1 million in funding from the Toys“R”Us Children’s Fund.