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Carole Francesca, President of Broad Street Licensing Group, announced today that Account Executive, Peter Cross, has been appointed to serve on the Licensing Industry Manufacturers Association (LIMA) Charity Committee, working on behalf of the Children’s Brain Tumor Foundation (CBTF). LIMA is the licensing industry’s trade association, and has worked to raise money for a variety of worthy causes. Through LIMA’s efforts, over $4.8 million has been raised for the Children’s Brain Tumor Foundation since 2004.

“We’re very happy that Peter will be joining LIMA’s efforts to give back to the community. He will be reaching out to our colleagues in the food & beverage industry where our agency has extensive contacts,” said Francesca. Cross added “children of all ages, from all corners of the world, are diagnosed with brain tumors each day. They’re so brave fighting the battle of their lives when their lives have only just begun.”

LIMA is committed to raising an additional $1 million in 2015 to fund the CBTF Tissue Consortium– a collaborative research effort by doctors from four hospitals working to analyze tissue samples to help doctors find the underlying causes of the cancers affecting these kids, test treatments, and improve the long-term outlook for survivors.

  • It costs $1,000 to acquire and analyze one tissue sample.
  • $5 million will enable researchers to analyze 5,000 samples.

Added Cross, “$5 million equals 5,000 opportunities to save a child’s life.”

The Tissue Consortium is exclusively funded by LIMA, with 100% of the money donated to CBTF going directly to this vital research. Without the generosity of the licensing community, the opportunity would not exist to find a cure for the deadliest children’s cancer.