Keeping Kids Safe

We know that a child’s safety is a parent’s #1 priority. It’s ours too.

Children are central to who we are and what we do. We love kids and babies, and our commitment to their safety is non-negotiable. As such, one of the core philanthropic missions of Toys“R”Us, Inc. and the Toys“R”Us Children’s Fund is to keep children safe. To fulfill this mission, we have established partnerships with several leading safety organizations.

Safety is, and always has been, our highest priority, and as such, we helped to rid homes of potentially unsafe old and second-hand baby products through the “Great Trade-In” event. Babies“R”Us stores feature expanded Baby Safety Shops to put safety front and center and provide parents with a broad range of baby safety products, as well as a room-by-room guide to baby-proofing the home. In 2010, Toys“R”Us, Inc. earned a Cause Marketing Silver Halo Award for “Best Social Service/Education Campaign” for our focus on baby safety.


Keeping Babies Safe

Toys“R”Us, Inc. and the Toys“R”Us Children’s Fund have for several years supported Keeping Babies Safe, a nonprofit foundation that provides education, assistance and leadership in keeping babies safe from preventable injuries associated with unsafe cribs and unsafe sleep environments. Grant funding has been specifically directed to donating safe cribs to parents from economically-challenged environments through the organization’s partner hospitals and clinics nationwide. Since inception, Keeping Babies Safe has provided more than 4,000 cribs and tens of thousands of educational materials to hospitals across the country.


First Candle

Toys“R”Us, Inc. and the Toys“R”Us Children’s Fund have been longtime supporters of First Candle, one of the nation’s leading nonprofit organizations dedicated to safe pregnancies and the survival of babies through the first years of life with research, education and advocacy programs. One of the organization’s primary areas of focus is promoting safe sleep for infants and young children. First Candle works to ensure that every parent is aware of, and prepared to adopt, safe sleep practices and that every baby has access to a safe crib, even if the family can’t afford one.


Injury Free Coalition for Kids

Established in 1981, the Injury Free Coalition for Kids is a hospital-based injury prevention organization whose efforts focus on research, education and advocacy. Each of the organization’s more than 40 sites is led by a local physician, and the programs implemented in their respective communities are based on the needs of the members of that community. In the past, sites have done everything from helping to build playgrounds that give kids a safe place to play after school to instituting programs that educate new parents on baby safety. Toys“R”Us, Inc. and The Toys“R”Us Children’s Fund work with the Injury Free Coalition for Kids to provide grant funding for local safety initiatives across the country.