WILTON, Conn.—L’Amy America is launching “Destination Junior,” in conjunction with the debut of the company’s new Tween ophthalmic collections by Champion, Sperry and Niki Nicole Miller. The promotion will benefit children suffering from rare forms of cancer through Dana-Farber Cancer Institute (DFCI, Boston, MA).

Beginning on June 19, 2017 until Sept. 30, 2017, for every optical account that becomes a L’Amy America “Destination Junior” account, L’Amy will donate 5 percent of reorder wholesale proceeds to DFCI. Marketing POP such as 12-piece counter displays, wall decals, counter cards and branded board clips are available to support the initiative.

“Wearing eyewear should be fun for kids, and with over 15 new models in Sperry, Champion and Niki Nicole Miller, there’s a style for every boy or girl, each at $39.95 wholesale,” said Connie Reiss, brand manager. “And all L’Amy America tween purchases are backed by our superior three-year, no-fault Total Kids Coverage warranty.”

“Together with the support of our customers, we aspire to provide Dana Farber’s doctors and researchers with the necessary resources to discover cures for childhood cancers,” said Reiss. “Childhood cancers are the leading cause of death by disease in the U.S. Every three to five minutes a child is diagnosed with cancer. Every four hours a child loses life to cancer.

“Yet, childhood cancers typically receive a very small percentage of monies generated by charitable events nationwide. It is for this reason we want to provide DFCI with lifesaving support. Our monies, for example, might fund new immunotherapy trials, or provide critical blood and platelets to a child in treatment. Or perhaps they could be used to hire world-leading oncological researchers to help find new cures” said Reiss.