During the show, visitors will have three different ways to support the charity - A Silent Auction, the LIMA Climb and a texting campaign.
LIMA has a three-year commitment to raise $3 million to fund the CBTF Tissue Consortium.
Charles Riotto, president of LIMA said: “As our industry gathers for Licensing International Expo in Las Vegas, I can think of no better way for us to show our strength and unity than by supporting efforts to cure children’s brain cancer.
“If every attendee participates in at least one of these fundraising events, we will be well on our way to achieving our goal.”
The Silent Auction begins tomorrow (Tuesday, June 8th) with the auction items on display in booth 4214 at the show.
Auction items include tickets to sporting and entertainment events including the US Open Women’s Final, 2011 Final Four, X Games 16, NASCAR Ride Along certificate, Survivor finale taping, CBS comedy taping, Beastly premiere and after party, Nickelodeon’s Kids’ Choice Awards, Come Fly Away on Broadway, 2010 American Idols Summer Live Tour and meet and greet passes, The Price is Right taping and Cartoon Network’s Hall of Game inaugural event.
Bids will continue to be taken until June 20th on Ebay.
Fundraising efforts are also underway for the climb to the base camp of Mount Everest taking place October 13th – 31st. To date over $158,000 has been pledged.
Finally, in addition to the corporate support that members lend to LIMA’s charity of choice, the industry can make a $10 contribution through the texting campaign. Show attendees can text LIMA (5462) to 50555 to activate this donation.
CBTF, the licensing association’s charity of choice, calls brain tumours. One-third of those diagnosed die within five years and most of those who survive suffer profound effects of the tumour and treatment.