To jumpstart its "Help Fight Childhood Cancer, One Cup at a Time" campaign, which was held during June and July, Toys"R"Us awarded $100,000 to ALSF. The remaining $1.8 million was donated by customers at Toys"R"Us and Babies"R"Us stores and through their respective Web sites. Toys"R"Us also used social media to build support for the campaign by highlighting examples of children helping children and encouraging followers to share virtual "cups of lemonade" and photos of in-store Alex's Lemonade Stands.
Established in 2011, the partnership with Toys"R"Us has raised nearly $4 million for the Alex's Lemonade Stand Foundation.
"We cannot thank the Toys"R"Us family — and their customers — enough for their overwhelming enthusiasm and response in support of this year's campaign," said Liz Scott, co-executive director of the ALSF and mother of Alex Scott, who inspired the charity that bears her name. "It was our daughter's mission to help kids like her, and through this partnership, we've been able to raise even more awareness and incredible funds for the cause, taking a tremendous leap in the fight against childhood cancer."