Toys R Us South Africa is proud to announce a significant community initiative in celebration of Literacy Month this September, reinforcing its commitment to giving back and reinvesting in youth education across the country. As part of this initiative, the toy retailer has launched a community social investment drive running until 30th September aimed at promoting literacy and fostering a love of reading among children.
This year’s initiative aligns with International Literacy Day, observed on September 8, and UNESCO’s mission to combat illiteracy across the globe. With nearly 781 million illiterate people worldwide, and 19 of the world’s top 20 most illiterate countries being in Africa, South Africa faces a critical need to address educational inequality and literacy development.
In support of these efforts, Toys R Us is offering customers the chance to make a positive impact while shopping.
Throughout the month of September, customers will enjoy a 25% discount on all books purchased in-store and online. In addition, for every Jolly 24-page colouring book purchased, a portion of the proceeds will be donated to The LEARN Project, a South African non-profit trust dedicated to promoting literacy by creating sustainable school libraries and classroom book corners. Since its inception, The LEARN Project has donated close to 60,000 books, established 17 libraries, and placed over 270 book corners in schools across the country.
Catherine Jacoby, Marketing Manager at Toys R Us South Africa, expressed the company’s ongoing dedication to fostering educational growth through literacy. “We believe in the power of stories and reading to enrich children’s lives. By offering our customers a chance to support local literacy initiatives, we aim to contribute to a brighter future for South Africa’s youth. Our continued partnership with The LEARN Project is one of the ways we aim to foster a lifelong passion of learning in children nationwide.”
She added that the theme for this year’s Literacy Month, “Enriching Children’s Experiences with Stories and Reading!” resonates deeply with Toys R Us’ broader mission to support early childhood development. “Through this book month campaign, we aim to play a pivotal role in encouraging literacy while making books more accessible to children, particularly in underserved communities.”
Jacoby added, “Through these campaigns, we are not only enriching the lives of our customers but also giving back to those who need it most. This Literacy Month, we are determined to take an active role in shaping the future of education in South Africa.”
“The LEARN Project is most grateful to Toys R Us for joining us on our quest of educating our rainbow nation through the power of books and literacy. Their ongoing support has helped us reach more disadvantaged schools in need and through their financial contributions, as well as donations of educational games, toys, and books. we have been able to establish beautiful, functional, and sustainable libraries at Mthubi Primary School, Bright Future Special School and Tongaat School for LSEN,” said Roslynne Toerien, CEO and Founder of The LEARN Project.
Toerien added that they are currently creating a Foundation Phase sensory library at Ekuthuleni Primary School which is being sponsored by Toys R Us. “We love the concept of bringing stories to life through sensory items and visual and tactile story aids which ignite the imagination and spark a love for reading and learning,” she said. “As our saying goes, “Readers make leaders and leader build Nations. It is up to us to equip future generations.”
For more information on how you can get involved with this exciting initiative, visit one of the Toys R Us stores nationwide or shop online from August 29 to September 30.
