Toys "R" Us debuts 'Bundled in Hope' cause campaign

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Retailer Toys “R” Us has partnered with nonprofit group Save the Children for an integrated cause marketing campaign called “Bundled in Hope.” The retailer created the effort, which launched May 6, in house.

Toys “R” Us' goal is to generate donations for US children in need. The campaign's creative elements encourage consumers to donate money in-store or on the campaign microsite to buy blankets for needy children.

The program, which runs through July 11, includes e-mail marketing, an online auction of 10 baby blankets designed by celebrity moms, social media and in-store signage.

The campaign also contains an e-commerce element. Toys “R” Us and Babies “R” Us customers can add “Save the Children” to any baby registry and invite family and friends to donate money to “Bundled in Hope.”

Celebrity moms, including Laila Ali, Blythe Danner and Faith Hill, have designed baby blankets for auction to raise consumer awareness and money for the campaign. Consumers can bid on the blankets online beginning May 16, Mother's Day, at the campaign microsite. Blankets will be auctioned throughout the nine-week campaign.

Facebook users can follow the campaign at Facebook.com/babiesrus or become fans of the brand. Fans can sign up to receive messages from Save the Children, view behind-the-scenes photos or share their own baby blanket photos.

This is the campaign's second year. In 2009, it raised more than $1 million, which enabled Save the Children to purchase thousands of blankets and distribute them across the country.

Toys “R” Us Children's Fund donated $250,000 to Save the Children to kick off this year's effort.

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