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Toys"R"Us, Inc. Announces Partnership With Safe Kids Worldwide to Help Keep Children Safe

Organizations Unite to Help Educate Parents About Preventing Accidental

Childhood Injuries Throughout the Year

WAYNE, N.J., July 10 /PRNewswire/ -- Toys"R"Us, Inc. announced today that it will partner with Safe Kids Worldwide, the world's leading childhood injury prevention organization, to provide parents and caregivers with valuable information about keeping children safe during key times of the year when they are at most risk of accidental injuries.

Through this partnership, Toys"R"Us, Inc. and Safe Kids Worldwide will create comprehensive childhood safety campaigns to educate parents about injury prevention. Initial efforts will focus on:

-- Summer Safety: Ride-on toys, water, backyard, bicycle and street safety

-- Baby Safety: Childproofing the home, and tub and crib safety

-- Halloween Safety: Safety tips for choosing costumes and trick-or-treating

-- Holiday Toy Safety: Gift selection, proper assembly and safe play tips for the holiday season

-- Travel Safety: Car seat and child passenger safety, and tips for childproofing unfamiliar places

"We are pleased to partner with Safe Kids Worldwide, an organization that has contributed significantly to a decline in the number of childhood injuries and deaths by educating parents and caregivers about potential risks and dangers," said Jerry Storch, Chairman and CEO, Toys"R"Us, Inc. "Toys"R"Us, Inc. shares in the mission of Safe Kids Worldwide to do all we can to help parents keep their children safe at all times."

The safety campaigns will provide tips for parents regarding accident prevention, as well as the latest trends and research on childhood injuries during key times of the year. This information will be disseminated by representatives and experts from the national network of Safe Kids Worldwide and through printed materials and in-store signage. The safety tips will also be available year-round on, the company's dedicated safety information website. Toys"R"Us, Inc. employees will also have the opportunity to learn more about these safety initiatives, so they can share the information with customers, friends and family.

"Toys"R"Us has long been an advocate for children's safety, and our partnership will enable us to reach more parents with critical information about injury prevention," said Mitch Stoller, President and CEO, Safe Kids Worldwide. "With accidental injuries remaining the number one cause of death of children ages 1-14, educating parents about making behavioral changes and taking preventative measures is key to ensuring the safety of all children."

Now that school is out and summer is in full swing, parents can learn about ways to keep their children safe by reading a guide to summer safety available on These tips are especially valuable for parents during the summer months when childhood injuries typically peak and approximately three million children ages 14 and under visit the emergency room.

About Toys"R"Us, Inc.

Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer. Currently it sells merchandise through more than 1500 stores, including 584 Toys"R"Us stores and 262 Babies"R"Us stores in the U.S., more than 680 international stores in 33 countries, which includes licensed and franchise stores, and through its Internet site at

About Safe Kids Worldwide

Safe Kids Worldwide is a global network of organizations whose mission is to prevent accidental childhood injury, a leading killer of children 14 and under. More than 450 coalitions in 16 countries bring together health and safety experts, educators, corporations, foundations, governments and volunteers to educate and protect families. The organization was founded in 1987 by Children's National Medical Center with support from Johnson & Johnson.

SOURCE Toys"R"Us, Inc.
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