Toys R Us has raised over £100,000 for national children's charity Children with Cancer UK from the sale of reusable bags featuring the Children with Cancer UK logo and Geoffrey the Giraffe.
Since this charitable initiative originally launched during Christmas 2012, Toys R Us has sold dedicated reusable charity bags for 20p, with profits being donated to Children with Cancer UK.
The initiative will continue throughout 2014 allowing customers to contribute further funding to the charity.
Children with Cancer UK is the leading national children's charity dedicated to the fight against childhood cancer through research and remains both focused and determined to eradicate all childhood cancers.
As well as funding life-saving research and treatment, the charity also funds welfare projects including hospice care and family accommodation close to hospitals and raises awareness of childhood cancer to protect more children and improve the lives of young cancer patients.
Patients who have benefited from past research include two-year-old Lucy Hubbocks, who was diagnosed with pituitary blastoma, a tumour on her brain, at the age of just seven months. Lucy's condition is treatable, although her future is uncertain.
"The money raised by Toys R Us and the company’s generous customers will make a huge difference to children with cancer and their families," said Mary Foulkes, chief executive at Children with Cancer UK.
"Thanks to this kind donation, we can fund essential research to take forward our understanding of childhood cancer and give new insights into ways of treating young patients like Lucy.”
Mike Coogan, marketing director, at Toys R Us, UK added: “As a company that loves kids, we’re pleased that our reusable bag program has enabled us to make a substantial donation to Children with Cancer UK.
"The organisation’s research and development is vital to the lives and future of children who suffer from such a serious illness.”