2010 In-Store and Online Fundraising Program Includes Auction of Baby Blankets Designed by Blythe Danner, Faith Hill, Regina King, Kelly Rutherford and More Celebrity Moms

WAYNE, NJ (May 6, 2010) - Toys"R"Us, Inc. today announced the launch of its 2010 Bundled in Hope® campaign benefiting Save the Children, a global humanitarian agency working to assist children in the United States and around the world. Now through Sunday, July 11, all donations made at Toys"R"Us® and Babies"R"Us® stores nationwide and online at will be directed to Save the Children's U.S. Programs to help purchase blankets and provide support for babies in need in communities across the country. To kick off this year's campaign, a $250,000 grant was made to Save the Children from the Toys"R"Us Children's Fund.

Blankets for Babies: Making a Difference in the Lives of Little Ones
Providing hope for the 2.6 million babies living in hardship is the focus of this campaign. Impoverished young ones often face higher levels of stress and more anxiety-producing situations than those from more affluent families. In fact, research shows that something as simple as a blanket can comfort a small child during difficult periods of transition, providing a sense of security and fostering emotional development.

""R"Us family feels a special commitment to provide assistance to little ones impacted by poverty in our country," said Jerry Storch, Chairman and CEO, Toys"R"Us, Inc. "Through our partnership with Save the Children, which shares in our mission to help children in need, "R"Us and Babies"R"Us customers also have the opportunity to take part in our efforts to provide blankets to babies who may not otherwise experience their warmth and comfort."

In 2009, the Bundled in Hope campaign raised more than $1 million, allowing Save the Children to purchase thousands of blankets for distribution to underprivileged infants in homes and hospitals across the country and provide basic services to support their growth and long-term success.

"Recently I visited a home for impoverished mothers to deliver blankets for their little ones – blankets made available through the Toys"R"Us Bundled in Hope campaign," said Mark Shriver, Vice President and Managing Director of U.S. Programs, Save the Children. "As a father of three, I understand a parent's desire to give our children all we can. Through this fundraising program, mothers in the United States who can't afford basic necessities for their little ones will have the opportunity to build hope for a brighter future."

The Stars Align: Celebrity Moms Design Blankets for Auction
The 2010 Bundled in Hope fundraising program includes an online auction of 10 baby blankets specially designed by celebrity moms. Using their experience as mothers and their unique creativity, Laila Ali, Blythe Danner, Joely Fisher, Faith Hill, Regina King, Constance Marie, Idina Menzel, Cynthia Rowley and Kelly Rutherford have designed one-of-a-kind baby blankets for auction to raise awareness and funds for this campaign.

Fans of the celebrity participants, those who adore the blanket designs or anyone who wants to show support for the Bundled in Hope campaign can begin placing bids on Mother's Day, Sunday, May 9, at Blankets will be auctioned throughout the nine-week campaign, with the last blanket auction closing on Sunday, July 11. One hundred percent of all winning auction bids will be directed to Save the Children's U.S. Programs.

Increasing Charitable Impact: Add "Save the Children" to Any "R"Us Registry
Toys"R"Us and Babies"R"Us customers can add "Save the Children" to any new or existing baby registry throughout the campaign to help generate awareness and increase fundraising. This innovative approach allows registrants to invite family and friends to donate specific dollar amounts to Bundled in Hope in lieu of or in addition to gifts. Fundraising will continue throughout the life of the registry, and one hundred percent of cash donations will be directed to Save the Children.

Virtual Support for Bundled in Hope: Get Social for the Cause
A dedicated blog, "Wrap Session," at serves as a virtual Bundled in Hope headquarters where visitors can learn about the lasting impact donors can make on the lives of children in need in the United States. The site also offers regular program updates and tracks fundraising success.

Facebook users can also show support by becoming fans of Babies"R"Us at and stay informed about the campaign, receive messages from leaders at Save the Children, view behind-the-scenes photos, share their own baby blanket photos and more. Those who prefer to tweet about the campaign can follow @Babiesrus to receive links to Bundled in Hope stories, share them with friends, family and followers and encourage others to donate.

Uniting for Child Advocacy: Longtime Partners Join Efforts to Create Lasting Change
For many years, Toys"R"Us, Inc. and the Toys"R"Us Children's Fund have partnered with Save the Children to help ensure the safety of children and support their emotional recovery in the wake of large-scale crises, such as the devastating earthquake in Haiti. Encompassing disaster relief efforts and joint campaigns, such as Bundled in Hope, Toys"R"Us, Inc. and the Toys"R"Us Children's Fund together have provided $4 million in product and monetary grants to Save the Children.

The 2009 Bundled in Hope campaign benefiting Save the Children's U.S. Programs raised more than $1 million in cash donations. This year, with continued support and generous donations from Toys"R"Us and Babies"R"Us customers, Save the Children can ensure thousands more babies receive blankets to keep them warm and soothe them in times of need. To encourage increased contributions to the cause, the company has implemented an aggressive marketing program, including in-store signage, advertising and social media marketing.

For broadcast quality b-roll of blankets being delivered to a home for impoverished mothers as part of the Bundled in Hope campaign, please click here.

About Toys"R"Us, Inc.
Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer, offering a differentiated shopping experience through its family of brands. It currently sells merchandise in more than 1,550 stores, including 847 Toys"R"Us and Babies"R"Us stores in the United States, and more than 700 international stores in 33 countries, consisting of both licensed and franchised stores. 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,,, and, it provides shoppers with an unparalleled 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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For more information please contact:

Toys"R"Us, Inc.
Adrienne Giordano | 973-617-4383 |
Meryl Schrank | 973-617-5634 |