Toys R Us and Babies R Us Customers Unite to Make a Difference: Over Half a Million Raised for Reach For A Dream

Toys R Us and Babies R Us customers have collectively raised a remarkable R519,930 for the NPO Reach For A Dream Foundation, by simply adding just R5 to their shop over the festive season, across 49 Toys R Us stores nationwide.

This is the third year that Toys R Us and Babies R Us have afforded its customers the opportunity to support a worthy cause. The joint achievement demonstrates the kindness and generosity of Toys R Us and Babies R Us and its customers, making a significant difference in the lives of children facing life-threatening illnesses.

Catherine Jacoby, Marketing Manager at Toys R Us, emphasises the importance of this partnership: “We believe everyone can help make a memorable difference in the life of a child fighting a life-threatening illness by making dreams come true. The festive season was a chance to give back, and our customers stepped up in a big way – with a 30% increase from the previous year.”

She points out that the store in Port Elizabeth, Moffett Retail Park, raised the highest amount during the campaign period, an outstanding R74,080.

“The Reach for a Dream foundation has made tens of thousands of dreams come true for over 36 years,” she adds. “The funds raised will enable the foundation to fulfil more dreams and we are honoured to play a small part in spreading this joy.”

Kerry Donkin, Regional Manager at Reach For A Dream, extends heartfelt gratitude to Toys R Us and its customers: “We believe this partnership is a special one, with our goals aligning in wanting to bring joy and happiness to children. With the help of Toys R Us and the R5 campaign, Reach For A Dream will be able to make dreams come true for children facing life-threatening illnesses across the country.”

“We will use the funds to inspire hope through the power of a dream,” she explains. “We would like to thank Toys R Us and all their amazing customers who contributed to the campaign. Thank you for believing in the power of a dream.”

In addition to the in-store campaign, the Toys R Us teams also brightened the day of 320 sick little ones in the Eastern Cape, Western Cape, and KZN with a gift and a visit from Geoffrey, joining Reach for a Dream at seven hospital visit activations during December 2024.

“Reach for a Dream and Toys R Us are aligned in sharing the same values by bringing joy and the power of play to all children, big and small.  Our teams love working with the Reach for a Dream Foundation and contributing to help these little ones make a dream come true,” says Ronel Grant, Head of Strategic Partnerships at Toys R Us.

For more information, follow Toys R Us on Instagram, or visit the Reach For A Dream website.