Monday, March 19, 2012 | Edited by Daniel Moores

Toys 'R' Us Gets Blue for Autism Awareness In an effort to bring awareness to autism, Toys "R" Us is launching its two-month in-store fundraising campaign at all TRU and Babies "R" Us stores and online through April 30, to benefit Autism Speaks. To help attract more donations and increase awareness to the cause, TRU is incorporating the Autism Speaks "Light It Up Blue" theme, which inspired prominent landmarks and buildings to light up in blue to commemorate World Autism Awareness Day on April 2. TRU's take, Shine a Light For Autism, gives people some fun ideas to go blue and demonstrate their concern for autism, including a special app on the TRU (and Babies "R' Us) Facebook page that allows fans to change their profile picture to blue. "Since our partnership with Autism Speaks began six years ago, our customers and employees have embraced this cause, helping us contribute more than $12 million and assisting the organization in reaching significant milestones in research and family services," said Jerry Storch, chairman and CEO, Toys "R" Us, Inc. "Through this year's campaign, we hope to raise greater awareness for spectrum disorders, encouraging everyone to 'Shine A Light For Autism.'" In-store, customers who donate $10 or more can take home a reusable shopping bag, which features an Autism Speaks super-hero surrounded by beams of light, designed by James Hogard, an artist with autism. "Toys "R" Us and Babies "R" Us stores across the country are in a unique position to reach countless parents daily, providing important awareness information about autism in their stores and online, including a list of early warning signs for the disorder," said Mark Roithmayr, president of Autism Speaks. "We are thrilled to have their ongoing support in our research and advocacy efforts as we continue our work toward solving the autism puzzle." (Source: Giftsanddec.com, 03/07/12)