Bundled in Hope Campaign to Include In-Store and Online Fundraising and Feature an Auction of Baby Blankets Designed by Jennifer Garner, Julianne Moore, Marcia Cross and Other Celebrity Moms

WAYNE, NJ (May 4, 2009) - Today, 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 fundraise 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 fundraising program now through Saturday, July 11.

"Research and experience have shown that a favorite blanket can be a soothing and comforting transitional object as children face changes early in life and can actually help them develop emotionally," said Judith Jerald, MSW and Early Childhood Advisor to Save the Children's U.S. Programs. "Children born into poverty often face a higher level of stress and more anxiety-producing situations than those from more affluent families, making their trusted blanket all the more important."

Support from Celebrity Moms

As part of the program, Toys"R"Us, Inc. and Save the Children have engaged celebrity moms to support the Bundled in Hope campaign by designing one-of-a-kind baby blankets that will be auctioned online. The entire winning auction bid will be donated to Save the Children to purchase and distribute blankets across the country and raise awareness for its programs in the United States.

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, 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.

A New Chapter in a Long-Standing Partnership

Toys"R"Us, Inc. and the Toys"R"Us Children's Fund have a long-standing partnership with Save the Children and provide financial and in-kind support in the wake of large-scale crises.

As part of this partnership, Toys"R"Us, Inc. and the Toys"R"Us Children's Fund together have provided product and monetary donations in excess of $2.3 million to aid in Save the Children's efforts to help protect children, ensure their safety in shelters and at community recovery sites, and support their emotional recovery during times of disaster. The Bundled in Hope campaign marks a new chapter in the partnership and is the first at-register and online fundraising campaign launched by Toys"R"Us, Inc. to benefit Save the Children.

About Toys"R"Us, Inc.
Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer. Currently it sells merchandise through more than 1,500 stores, including 847 Toys"R"Us and Babies"R"Us stores in the U.S., more than 700 international stores in 32 countries, which includes licensed and franchise stores, and through its Internet sites,,, and The company also operates the parenting resource website,

About Save the Children

Save the Children ( is the leading, independent organization creating lasting change for children in need in the United States and around the world. For more than 75 years, Save the Children has worked to improve the lives of children and their families through programs in health, education and economic opportunities, and during times of crisis and conflict. Save the Children USA is a member of the International Save the Children Alliance, a global network of 27 independent Save the Children organizations working to ensure the well-being and protection of children in more than 120 countries.

For more information please contact:

Toys"R"Us, Inc.
Jamie Beal
Phone: (973) 617-4761

Jennifer Albano
Phone: (973) 617-4381