Over 1.5 Million Iconic Trick-or-Treat for UNICEF Boxes Distributed Through Toys“R”Us® and Babies“R”Us® Stores Nationwide as the U.S. Fund for UNICEF Celebrates 60 Years of Kids Helping Kids

WAYNE, NJ (November 18, 2010) – Today, Toys“R”Us, Inc. announced that it raised nearly $425,000 to support the Trick-or-Treat for UNICEF campaign, which is celebrating its 60th anniversary. Monetary donations were directed to the U.S. Fund for UNICEF to help children in need across the globe through lifesaving health care, clean water, nutrition, education, emergency relief and much more. As part of the campaign, over 1.5 million Trick-or-Treat for UNICEF boxes were distributed in approximately 1,350 Toys“R”Us® and Babies“R”Us® stores so children in America could collect donations during the Halloween season. To kick off the campaign, the Toys“R”Us Children’s Fund, a public charity, gave the U.S. Fund for UNICEF a $200,000 grant.

“At Toys“R”Us, we are committed to improving the lives of children everywhere, and we were pleased to partner with the U.S. Fund for UNICEF to provide opportunities for kids to take part in this timeless Halloween tradition,” said Jerry Storch, Chairman and CEO, Toys“R”Us, Inc. “We want to thank our customers for celebrating the 60th anniversary of Trick-or-Treat for UNICEF with us by collecting donations to help children in need around the world.”

Toys“R”Us, Inc. was the first national partner in the history of the 60-year-old Trick-or-Treat for UNICEF program to offer a fully integrated customer fundraising campaign with comprehensive in-store and online components. Customers made monetary donations to Trick-or-Treat for UNICEF at “R”Us® locations nationwide and online at Toys“R”Us and Babies“R”Us stores also served as retail destinations for kids and families to obtain the iconic orange collection box during the six-week period.

“Trick-or-Treat for UNICEF owes its continued success over the years not only to the children, parents and educators who have taken the initiative to participate, but also to organizations with whom we are proud to partner,” said U.S. Fund for UNICEF President and CEO Caryl Stern. “This year, Toys“R”Us, Inc. celebrated the 60th Anniversary of Trick-or-Treat for UNICEF with us as our national sponsor. We would like to extend our sincere gratitude for the generosity and support of the “R”Us family. Thank you for supporting UNICEF in helping to save children's lives.”

Also in conjunction with the fundraising campaign, the company developed a dedicated microsite,, which provided information about the Trick-or-Treat for UNICEF program, including answers to frequently asked questions, information on the Toys“R”Us partnership and a “Kids Helping Kids” fact sheet. The microsite also featured 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.

At the conclusion of the campaign, little ones had a final opportunity to prepare for Halloween and take part in Trick-or-Treat for UNICEF at Toys“R”Us stores on October 30. Across the country, stores hosted “Geoffrey’s Halloween Parade Featuring Crayola” events and distributed customizable Trick-or-Treat for UNICEF boxes to thousands of children who took part in festive Halloween activities. Young ghouls and goblins designed their own special collection boxes to coordinate with their costumes and collected donations for children around the world on Halloween night.

Throughout the campaign, both Toys“R”Us, Inc. and the U.S. Fund for UNICEF shared information about the program via social networking sites. Fans of the official Toys“R”Us Facebook fan page were introduced to Trick-or-Treat for UNICEF with a dedicated landing page on Facebook that directed visitors to Through the Toys“R”Us and Babies“R”Us Facebook pages, the company was able to share information and fundraising updates for the campaign with fans, donors and consumers.

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,,, and, 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.
Katelyn DeRogatis