Toys R Us has announced its new fundraising campaign, dubbed Play With Purpose in partnership with charity Save the Children.
Together the two companies are hoping to provide 15.5 million young children living in disadvantaged regions of the US with resources to create ‘purposeful play’.
From now until April 17th, customers can make donations at any Toys R Us and Babies R Us stores or online.
Dave Brandon, chairman and CEO of Toys R Us, said: “Witnessing a child's face light up during playtime is a truly awesome moment. What's more, play can help children unlock developmental skills, instil confidence and enhance imagination – the building blocks to success”
Judie Jerald, senior advisor for Early Childhood Education Policy at Save the Children Action Network, added: “With Toys R Us providing toys and resources to directly facilitate meaningful play, we can help children foster a love of learning and realize achievements – in school and life – that they and their parents never thought possible."