LOS ANGELES (CBSLA) — A billionaire toy executive is pledging hundreds of millions of dollars in an effort to help save Toys “R” Us through a new GoFundMe effort.

Isaac Larian, CEO of MGA Entertainment, Inc., the company that created Little Tike and Bratz, has contributed $200 million in an effort to get to a $1 billion goal to save the iconic toy retailer, according to CBS Philly.

Toys “R” Us helped launch Larian’s career more than 30 years ago.

“There is nothing quite like the joy and awe of a child walking through the aisles of a Toys ‘R’ Us store. I want to preserve that innocent experience for future generations. We can’t sit back and just let it disappear. Everyone deserves to be a Toys ‘R’ Us kid,” said Larian.

Larian has invited the public to be a part of an opportunity to #SaveToysRUs by donating to the GoFundMe campaign.

The campaign aims to ensure that generations to come can “always be a Toys ‘R’ Us kid” and to save employee jobs that are at stake should the company cease operation.

Larian plans to develop a special program to benefit Toys “R” Us employeeswho participate in this campaign. Donations are currently being accepted via GoFundMe at www.savetoysrus.com.

The deadline for reaching the $1 billion goal is May 28.

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