#CMweekly: Toys “R” Us Give Back

Company: Toys “R” Us
Cause: Youth
Partner: Toys for Tots
Website: www.toysrus.com/holidaygiveback

Program of Action
To begin the holiday spirit, Toys “R” Us has kicked off the season of giving with its second year of Give Back campaign. Individuals across the country can anonymously pay off layaway balances of strangers in gestures of good will. This year, for each layaway balance paid off as an act of kindness, the company will donate $200 worth of toys to the Marine Toys for Tots Foundation, up to $1 million worth of toys.

Toys for Tots collects new, unwrapped toys during October, November and December each year, and distributes those toys as Christmas gifts to less fortunate children in the community in which the campaign is conducted. This year Toys for Tots is partnering with Toys “R” Us, Babies “R” Us, Lego, Build a Bear, Hasbro, Hess, and Scholastic to give kids in need of gifts on Christmas morning.

Best Practices
Toys “R” Us is not only donating to Toys for Tots in communities nationwide but also raising funds and toys for children affected by Hurricane Sandy and naturally ties-in the program with its annual “Give Back with Shaq” campaign. With all the efforts occurring and contributing to one organization that remains in line with its company values and industry proves more impactful results will arise. Not to mention, Toys “R” Us loyalty to Toys for Tots for the last eight years and counting only demonstrates its dedication to successfully reach the organizations mission.

Toy “R” Us built an innovative campaign like no other, usually brands push the campaign and consumers follow, however, in Give Back Toys “R” Us follows consumers and contributes its half after receiving generous layaway payoffs. An authentic campaign like so will stand out in the crowd and create a viral effect for others to try. To continue grabbing the attention of consumers, companies need to keep in mind different varieties of ways consumers can have fun, feel good, and view their actual impact within the campaign.

With social media a trend this year and transparency playing a factor in consumer decisions, customers will appreciate the fact Toys “R” Us keeps everyone up to date on its Facebook page. The Toys ”R” Us “Give Back Tracker” updates and shows where the layaway payoff took place and the total amount of toys the company has donated. Providing digital updates on a major platform gets people to come back, expands the spread of shares and reaches a wide range of audience. In addition, it’s a simple and quick way to show real time results.

Program Outcome
This holiday season, Toys “R” Us aims to donate up to $1 million worth of toys. With multiple campaigns launched throughout the year, Toys “R” Us has raised over $27.6 million and has collected more than 3.4 million toys for Toys for Tots. We encourage all to donate, share and help support children in need of toys in your community and make their holiday experience a time they won’t forget.

Your CM Aficionado,


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