IKEA launches soft toy campaign 2012

With the ushering of festive celebrations, IKEA is all set to gift a pleasant change to somebody’s life with the launch of their annual fund raising Soft Toy campaign in aid of children's education projects around the world.

Soft Toys, the most cherished possession for kids and the one which brings instant smiles to their faces will be the reason to help realize every child's right to quality education and to support them in ensuring a better future for themselves and their families. The IKEA Soft Toy campaign urges consumers to buy a gift for a child you love, and help educate a child you may never know. IKEA believes children are the most important people in the world and every year it reaches out to its customers all around the world through this campaign to provide joy to children and make a life-changing impact on their lives.

From every soft toy bought between 4th November and 29th December, 2012 from IKEA stores in Dubai and Abu Dhabi, the IKEA Foundation will donate AED 5 to help support UNICEF’s education programme, an initiative which is one of the largest cause-related campaigns in the world. The cuddly and washable IKEA soft toys are durable, enjoyable and affordable to ensure every child leaves the store satisfied.

This year, IKEA has also extended this campaign to support UAE Red Crescent wherein customers can drop off any extra soft toys they buy from IKEA in a box after the store check-out.

“IKEA Soft Toy Campaign is an opportunity for both IKEA customers and co-workers in the UAE to get involved in working for children’s rights to a great future. IKEA is proud to be a part of this wonderful worldwide campaign with our global partners UNICEF. I’m also extremely honoured to have Red Crescent as our local partners who have come forward to accept our customers’ generosity in the form of soft toys which they will give to children who are in need,” said John Kersten, Managing Director, IKEA UAE, Qatar, Egypt and Oman.

Globally, IKEA Soft Toy campaign has raised a total of €47.5 million since 2003 helping 8 million children across Asia, Africa, Central and Eastern Europe. The goal in 2012 is to raise another 10 million euros. The funds raised during IKEA’s Soft Toy Campaign will support global efforts including improving school facilities and access to water and toilets, and providing school benches, desks and educational supplies like books, pencils and writing pads for children and teachers.

IKEA Foundation, which manages IKEA’s investments in social projects to benefit children in the developing world, donated €65 million to 47 charitable programmes in 2011. This constitutes an increase of 44% over the previous year (€45 million). 

“Every child should be given the opportunity to have a good education and a better life. It's their future. Our future. It's a child's right. I believe our partnership with UNICEF and UAE Red Crescent contributes to a better world and creates a better everyday life for the many people. Together with our UAE customers, this campaign will bring countless smiles on the faces of so many children in the UAE and around the world that are eager to learn and thrive,” Mr. Kersten added.