Toys 'R' Us launches Halloween effort with UNICEF

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Retailer Toys “R” Us is asking “kids to help kids” in a Halloween campaign created with UNICEF. The effort, created in-house, includes direct mail, a microsite, in-store promotions, online marketing and social media. It launched September 16.

The retailer teamed up with the US Fund for UNICEF for the 60th anniversary of the organization's “Trick-or-Treat for UNICEF” campaign, which encourages children to collect donations for needy children around the world while they are trick-or-treating.

“The idea of ‘kids helping kids' is a facet of the campaign that is at the heart of the company, since we love kids,” said Katelyn DeRogatis, manager of corporate communications at Toys “R” Us, via e-mail.

Families can obtain UNICEF collection boxes through October 30 in Toys “R” Us and Babies “R” Us retail stores. The campaign's target audience is younger families, and the organizations hope to introduce them to the UNICEF campaign.

Consumers can also donate money online at www.Toysrus.com/UNICEF and find information about how to participate in the program, which runs through October 30.

Consumers can also pick up donation boxes at guest services stations in Toys “R” Us stores. On October 30, retail locations nationwide will hold the “Geoffrey's Halloween Parade Featuring Crayola” event, where costumed kids can decorate their UNICEF boxes.

Toys “R” Us will direct all funds collected to the US Fund for UNICEF to help children in need worldwide. The Toys “R” Us Children's Fund, a public charity affiliated with Toys “R” Us, is giving a $200,000 grant to the US Fund for UNICEF as a part of the initiative.

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