TOYS“R”US, INC. CELEBRATES THE 60th ANNIVERSARY OF TRICK-OR-TREAT FOR UNICEF, BRINGING THE ORIGINAL KIDS HELPING KIDS® CAMPAIGN TO STORES NATIONWIDE

As Company Kicks Off In-Store and Online Fundraising Campaign to Support the U.S. Fund for UNICEF, Toys“R”Us® and Babies“R”Us® Stores Become Exclusive Retail Destinations to Obtain the Iconic Orange Collection Boxes this Halloween


WAYNE, NJ (September 16, 2010)– Toys“R”Us, Inc. today announced that it has partnered with the U.S. Fund for UNICEF, for the first time, to celebrate the 60th anniversary of Trick-or-Treat for UNICEF.  This well-known campaign encourages youth in America to help children around the world by collecting donations during the Halloween season while gathering treats for themselves.  Toys“R”Us and Babies“R”Us stores will serve as destinations for kids and families across the country to obtain the iconic Trick-or-Treat for UNICEF collection boxes, which are available now through October 30, while supplies last. In addition, the company has launched an in-store and online fundraising campaign to support Trick-or-Treat for UNICEF. For the next six weeks, customers can make monetary donations to the campaign at all “R”Us® locations nationwide and online at Toysrus.com/UNICEF

“We are pleased to partner with the U.S. Fund for UNICEF to empower kids in the United States to help other children in need around the world,” said Jerry Storch, Chairman and CEO, Toys“R”Us, Inc.  “Many of our employees, myself included, fondly remember this program from our own childhood, and we are proud to help Trick-or-Treat for UNICEF connect a new generation of parents and kids to an initiative that has been delivering lifesaving programs to children globally for 60 years.”

Toys“R”Us, Inc. is the first national partner in the history of the U.S. Fund for UNICEF to offer a fully integrated customer fundraising campaign for Trick-or-Treat for UNICEF.  Trick-or-Treat for UNICEF began in 1950 when children across America were inspired to collect coins to aid children abroad enduring the after-effects of World War II.  It continues today as one of the longest-running youth initiatives, raising nearly $160 million to date.  All funds collected by Toys“R”Us, Inc. during the Trick-or-Treat for UNICEF campaign will be directed to the U.S. Fund for UNICEF to help children in need across the globe by providing lifesaving programs including health care, clean water, nutrition, education, emergency relief and much more.  In addition, the Toys“R”Us Children’s Fund, a public charity affiliated with Toys“R”Us, Inc., has provided a $200,000 grant to the U.S. Fund for UNICEF in support of the Trick-or-Treat for UNICEF campaign.

“Toys“R”Us, Inc. is a company greatly invested in helping children in times of need, and we are thrilled to have its support throughout this milestone anniversary of Trick-or-Treat for UNICEF,” said U.S. Fund for UNICEF President and CEO Caryl Stern.  “Trick-or-Treat for UNICEF is centered on the idea of kids helping kids and Toys“R”Us is the ideal partner in advancing the important message of this campaign – how kids can truly make a difference in the lives of other children.”

In conjunction with the fundraising campaign and box distribution at “R”Us stores, the company has developed a dedicated microsite, Toysrus.com/UNICEF, where visitors can learn more about Trick-or-Treat for UNICEF, including answers to frequently asked questions, information on the Toys“R”Us partnership with Trick-or-Treat for UNICEF and “Kids Helping Kids” facts. The microsite also features tips to keep kids safe on Halloween while trick-or-treating and collecting donations, as well as information for families on how to send the collected donations to the U.S. Fund for UNICEF.  The company will support the campaign with comprehensive marketing collateral inclusive of in-store signage and print and online advertising.

Toys“R”Us will also offer trick-or-treaters across the country the opportunity to design their very own Trick-or-Treat for UNICEF box before they set out to fundraise on Halloween night.  On October 30, Toys“R”Us stores nationwide will hold the “Geoffrey’s Halloween Parade Featuring Crayola!” event.  During this event and while supplies last, little ones can dress up in their Halloween costumes, get a spooky reusable bag, take part in festive activities around the store and decorate a special Trick-or-Treat for UNICEF collection box to coordinate with their costumes, so that their trick-or-treating experience is extra special this Halloween.

Customers can obtain the iconic Trick-or-Treat for UNICEF box at the Guest Services desk at their local “R”Us store. Online campaign supporters can visit Toysrus.com/UNICEF and Toys“R”Us on Facebook at Facebook.com/Toysrus for more information on the campaign.

For additional information about Trick-or-Treat for UNICEF, please visit trickortreatforunicef.org.

About Toys“R”Us, Inc.

Toys“R”Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. It currently sells merchandise in more than 1,560 stores, including 848 Toys“R”Us and Babies“R”Us stores in the United States, and more than 510 international stores and 200 licensed stores in 33 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites including Toysrus.com, Babiesrus.com, eToys.com, FAO.com and babyuniverse.com, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys“R”Us, Inc. employs approximately 70,000 associates worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need.
 

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Media Contacts:
Toys“R”Us, Inc.

Jennifer Albano
(973) 617-5632
Jennifer.Albano@toysrus.com


Katelyn DeRogatis
(973) 617-4398
Katelyn.DeRogatis@toysrus.com