Campaign Focuses On How Families Can "Light It Up Blue" To Raise Autism Awareness Across Canada

TORONTO, March 1, 2012 /CNW/ - Toys"R"Us, Canada today announced the launch of its in-store and online fundraising campaign to benefit Autism Speaks, North America's largest autism science and advocacy organization. Now through Monday, April 30, Toys"R"Us and Babies"R"Us stores will offer customers an Autism Speaks puzzle piece in exchange for a $1 donation. Monetary donations will be collected at all 73 stores (including Express locations) across the country and online at Toysrus.ca. The company is heightening its focus on autism awareness, unveiling a new theme for the 2012 campaign, "Shine A Light For Autism."

"With so many children affected by autism and not enough known about causes or cures, we hope that our fundraising and awareness campaigns can contribute to solving the autism puzzle," said Kevin Macnab, President, Toys"R"Us Canada. "Through our ongoing partnership, the "R"Us family remains committed to helping Autism Speaks and the critical work they do in supporting families affected by autism spectrum disorders."

Shining A Light For Autism In-store and online

During the campaign, customers can contribute a cash donation at all Toys"R"Us and Babies"R"Us locations, including Express locations, and online at Toysrus.ca.

In-store signage displayed in Toys"R"Us and Babies"R"Us stores across the country feature children with autism dressed as super-heroes, with the Autism Speaks puzzle piece logo as their powerful emblem. The puzzle pieces are bursting with light, while inspiring everyone to donate to the cause by looking to the hero within.

"Toys"R"Us and Babies"R"Us stores across Canada are in a unique position to reach numerous parents daily, providing important awareness information about autism in their stores, as well as online," said Suzanne Lanthier, Executive Director of Autism Speaks Canada. "We are thrilled to bring hope to families who live with the realities of autism every day, through ongoing support in our research and advocacy efforts."

Toysrus.ca also serves as a resource for parents, caregivers, families and friends of children with autism. Visitors can find a list of "Ten Toys That Speak To Autism," which provides toy suggestions to help guide anyone purchasing toys for a child with autism.

Walking To Benefit Autism Speaks

In conjunction with the campaign, the company is also kicking off its national sponsorship of Walk Now for Autism Speaks, a year-long series of more than 85 walk events taking place throughout North America. Toys"R"Us and Babies"R"Us employees will walk alongside the company's iconic mascot, Geoffrey the Giraffe, as well as individuals with autism, their families and friends to raise money and awareness for the cause. All funds raised through the Walk Now for Autism Speaks events will go directly to Autism Speaks to support research awareness and family services programs in Canada.

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Toys"R"Us®, Canada helps "Shine A Light For Autism" during third annual fundraising campaign to benefit Autism Speaks ...