Toys "R" Us, together with Shaquille O'Neal, launched Wednesday the #PlayItForward campaign which aims to deliver toys to children in poverty.
The #PlayItForward campaign is part of the toy company's annual fundraising event. Proceeds and toy donations will benefit the Marine Toys for Tots Foundation. Consumers can donate new, unwrapped toys in any Toys "R" Us and Barbies "R" Us stores across the country and online through Toysrus.com/ToysforTots from Wednesday until Sunday, December 7. They'll be accepting monetary donations till Christmas Eve.
Kathleen Waugh, chairman of Toys "R" Us Foundation, said, "In our 11th year of partnership with the Marine Toys for Tots Foundation, we are more dedicated than ever to providing toys to those who might go without one on Christmas morning."
NBA legend and philanthropist O'Neal comes back to don on his Christmas persona Shaq-A-Claus to encourage participation in the event. With the #PlayItForward campaign, participants can post a photo of them donating toys on Instagram with the hashtag for the activity. For every photo shared on the photo sharing app, Toy "R" Us will donate additional toys or equivalent cash value to Toys For Tots.
During the nine-week campaign, participants are also encouraged to share their photos on the company's Facebook page and to tag them on Twitter and Instagram when posting their selfies.
"Growing up, my parents always impressed upon me the importance of giving back to those in need, and that even the small gift of a toy could make a big difference in someone's life - like it did in mine." said O'Neal. "My partnership with Toys"R"Us to collect toys and raise funds for Toys for Tots puts a smile on my face and gives me a sense of great pride, and this season, I'm calling on all my little elves to help #PlayItForward to make a Shaq-sized difference in kids' lives!"
The Great Big Shaq-A-Claus Wish List will also be posted online and in the stores to detail the common and most suggested toys to give children including play sets, crafts and electronics.
The toys will be distributed in the community of the local stores where consumers made the donation.
