At IKEA, we believe children are the most important people in the world. We want all children to have the right to simply be children – free to play, learn and develop, that’s why we work hard to give millions of children a better start in life. Together with IKEA customers, our Soft Toy Campaign works toward the belief that if you educate children, they can realise their full potential and eventually take charge of their own future.

“You buy a gift for a child you love, and you help educate a child you may never know,” notes IKEA Foundation CEO Per Heggenes. “It’s a chance to engage the 626 million annual visitors to IKEA stores worldwide, while expanding awareness among customers and co- workers of the power of education to transform children’s lives.”

Julie Weston, Director of Fundraising at UNICEF UK said: “IKEA customers and co-workers who support the Soft Toy campaign have helped us to provide a quality education to children who are often the most disadvantaged in society - orphans, those living in extreme poverty, and girls. We know that no other investment makes such a lasting difference as the education of children.”

Save the Children UK’s Director of Fundraising, Tanya Steele commented, “To date, the IKEA Soft Toy Campaigns have given eight million children around the world the opportunity to receive a quality primary education. IKEA's support will continue to make a huge difference, giving children the chance to fulfil their potential. We are delighted to yet again be a part of this unique global initiative.”

Since 2003, IKEA has raised a total of 35.2 million euro, which has helped improve the lives of more than eight million children in 45 countries. This year’s goal, through the Soft Toy Campaign is to raise 12 million euro.

We’re aiming for this year’s campaign to be even bigger and raise even more money for these deserving projects – and we need you to get involved. To celebrate the launch of this year’s campaign, IKEA invites you and your little ones to take part in an afternoon of teddy bear themed fun and adventure. The IKEA teddy bear take over day will take place across IKEA stores throughout the UK on Wednesday 26th October and will include an array of exciting activities, from storytelling sessions using this year’s range of IKEA kids’ books told by BJÖRN the Bear’s special friends, to delicious teddy bear’s picnics and bear hunts.

What better way to spend your half term holidays than getting involved in this year’s IKEA Soft Toy campaign, where you can make a personal contribution to help more children go to school.

For more information and to apply for tickets, visit your store’s local webpage at www.ikea.com or ask at your local IKEA store.(Please note, spaces are limited)

When you buy an IKEA soft toy, children’s book or kid’s meal €1 will be donated to UNICEF and Save the Children to help bring education to millions of children