Ikea Promotes Play in Everyday Life

November 16, 2015

Swedish furniture giant Ikea have always been on top when it comes to brand engagement and knowing what is important to their customers. In the lead up to the Christmas period, Ikea have created a new line of games and toys, designed for all ages as they want to encourage everyone to play more. The new Lattjo range includes costumes for role play, music, a recipe book and even an accompanying mobile play-together-when-apart app to encourage play with those surrounding us.

But our favourite thing Ikea have done to promote the power of play, is their annual Soft Toys for Education holiday Campaign. Each soft toy bought from an Ikea store between early November and the lead up to Christmas, Ikea will donate money to childrens education projects through UNICEF and Save the Children. To promote the campaign, Ikea runs an annual drawing competition where children worldwide are invited to design their ultimate dream soft toy. A panel of judges selects 10 of the designs to bring to life as part of the SAGOSKATT soft toy series, that can be purchased in-store.

“These soft toys are truly fun and imaginative, but they also have a special meaning. As IKEA Foundation donates €1 per sold soft toy to UNICEF and Save the Children, this means that children are helping children to build a better future for themselves,” states IKEA product developer Bodil Fritjofsson.

The campaign has raised over $102 million to improve education for more than 11 million children in 46 countries. We think this is such a great example of a powerful and clever brand, using their success for the greater good of the world.

Source: Brand Channel, Ikea