Weeks before the busy Passover holiday, Toys R Us announced a campaign designed to raise awareness and funds for Israel's children at-risk. In preparation of the campaign, branch managers attended a brief seminar on the topic of Israel's children at risk and were introduced to Afikim's unique and successful programming.

In each Toys R US store posters have been placed announcing the campaign and encouraging passersby to do their part to help. For the duration of two months, Toys R US shoppers will be given the opportunity to donate two shekels (or more) at the checkout and help support Afikim's efforts to educate children and families towards a brighter future.

In addition to participating in this national campaign, the Toys R US administration announced a competition amongst its branches whereby the branch that raises the most funds will be given the opportunity to host Afikim children in a gala event in their store. There's no doubt about it - it’s a win-win for everyone involved!