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.
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. Safety is, and always has been, our highest priority, and as such, we helped to rid homes of potentially unsafe old and second-hand juvenile products through the “Great Trade-In” event. We also introduced 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.
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 4000 cribs and tens of thousands of educational materials to hospitals across the country.
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.
WiredSafety.org is the largest online safety, education and help group in the world. Founded in 1995 as a group of volunteers rating websites, the organization now provides one-on-one help, extensive information and education to internet users on a variety of online safety issues. Recently, WiredSafety.org has increasingly focused its attention on keeping children and teens safe online, working to protect kids from cyberbullying, hacking, sexual harassment and identity theft.
WiredSafety.org is the only organization that uses specially trained teens and preteens to help develop safer technologies by advising members of the Internet industry and government agencies around the world. These “Teen Angels” and “Tween Angels” also provide expert advice to their peers on staying safe when using social networking sites, cell phones and other web-based communications.
Toys“R”Us works with WiredSafety.org to educate families about online safety by providing tips for kids and advice for parents on its dedicated Safety website, Toysrus.com/Safety. The Toys“R”Us Children’s Fund also has provided funding to help WiredSafety.org complete its Tween Angel training program, so more kids can become advocates for online safety.