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Posted May 31 2009 10:13pm

Toys“R”Us, Inc., the world’s leading dedicated toy and baby products retailer, announced the launch of a nationwide campaign to help provide baby blankets to thousands of infants in need in the United States, in collaboration with Save the Children. The Bundled in Hope campaign is the latest initiative in an ongoing partnership between Toys“R”Us, Inc., the Toys“R”Us Children’s Fund and Save the Children – a global humanitarian agency working to create positive change for children in the United States.

Recent statistics show that more than 2.6 million American babies are currently living in poverty, and every 33 seconds a baby is born into poverty in the United States. Both numbers are expected to rise given the current economic environment.

With monetary donations collected in Toys“R”Us and Babies“R”Us stores across the country and online at, Save the Children will purchase baby blankets for infants in the most impoverished parts of the United States. The funds raised will also help Save the Children provide ongoing support in these regions through a comprehensive early childhood development program. To kick off the Bundled in Hope campaign, the Toys“R”Us Children’s Fund, a public charity affiliated with Toys“R”Us, Inc., donated $250,000 to Save the Children’s U.S. programs.

“At Toys“R”Us, Inc., we love kids and helping them in times of need is one of the core values of our company. Knowing that millions of babies go without even the most basic essentials, such as a blanket, was a call to action for the “R”Us family,” said Jerry Storch, Chairman and CEO, Toys“R”Us, Inc. “We are proud to partner with Save the Children to help provide warm, comforting blankets to needy children nationwide.”

Mark Shriver, Vice President and Managing Director of U.S. Programs for Save the Children, said, “With the help of Toys“R”Us and their customers, the simple gift of baby blankets will provide a better sense of security for thousands of infants and toddlers living in poverty in the United States. It’s clear that Toys“R”Us knows that serving communities means building and nurturing them as well. We’re thrilled their leadership and strong sense of corporate responsibility is helping some the most vulnerable young Americans.”

National In-Store and Online Fundraising Campaign

Beginning Mother’s Day, Sunday, May 10, through Saturday, July 11, Toys“R”Us and Babies“R”Us will collect cash donations on behalf of Save the Children in all stores nationwide and through For the duration of the campaign, the company will implement an aggressive marketing program, inclusive of in-store signage and advertising, in an effort to engage more customers to contribute to the cause.

In addition, for the first time ever, Toys“R”Us, Inc. will utilize its popular “R”Us Baby Registry to fundraiser by offering expectant parents the opportunity to request donations for the Bundled in Hope campaign from friends and family purchasing items from their registry. New and existing registrants are eligible to join the fundraiser program now through Saturday, July 11.

Support from Celebrity Moms

Baby blanket designs by Marcia Cross, Jamie Lee Curtis, Isla Fisher, Jennifer Garner, Jennie Garth, Melissa Joan Hart, Julianne Moore, Kyra Sedgwick, Niki Taylor and Kerri Walsh will be featured online at in Hope, which also includes a link to the auction site to bid on the blankets. The auction begins on Mother’s Day and runs through Saturday, July 11. In addition, visitors to the Bundled in Hope microsite can find personal baby blanket stories from Lorraine Bracco, Jamie Lee Curtis, Julianne Moore and Kerri Walsh, among others.

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