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Give the gift of education to millions of children this christmas

Give the gift of education to millions of children this christmas

Bjorn the bear
The IKEA Soft Toy Campaign is back! From October 24th to December 23rd, for every IKEA soft toy, children’s book or kid’s meal you buy, the IKEA Foundation will donate one euro to education programmes worldwide supported by UNICEF and Save the Children.
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 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


For further information, samples, case studies or hi res images please contact

IKEA UK – IKEA Press Office on 020 7307

UNICEF UK – Gemma Parkin, Media Relations on 020 7312 6077 or via email, Press Line: 020 7336 8922

Save the Children UK – Jo Campbell, Media officer on 020 7012 6841or via email

Notes to editors

This year, BJÖRN the Bear and his friends are part of the range helping to make a difference to children’s lives all over the world. BJÖRN the bear is the must have toy for this year. He is cute, cuddly and the perfect friend for your little ones. Not only that, BJÖRN the Bear is helping IKEA’s annual movement to promote the right to education for less fortunate children in over 45 countries.

About IKEA’s Soft Toy Campaign

•Since 2003, the partnership between IKEA, UNICEF and Save the Children through the Soft Toy Campaign has raised over €35.2 million globally, which has helped improve the lives of more than eight million children in 45 countries. This year’s goal is €12 million•The donation of €1 will be given for EVERY soft toy bought, irrespective of the purchase price or how many are bought in one transaction. E.g. For a customer purchasing 6 soft toys at 39p - IKEA will donate €6•All IKEA UK & Ireland stores will participate in this campaign including Warrington, Gateshead, Birmingham, Lakeside, Leeds, Nottingham, Edinburgh, Glasgow, Cardiff, Manchester, Tottenham, Milton Keynes, Belfast, Coventry, Bristol, Croydon, Wembley, Southampton and Dublin

Save the Children

Save the Children works in more than 120 countries. We save children's lives. We fight for their rights. We help them fulfil their potential. For further information about our work please visit


UNICEF is the world’s leading organisation working for children and their rights in more than 190 countries. As champion of the United Nations Convention on the Rights of the Child, UNICEF works to help every child realise their full potential. Together with our partners, UNICEF delivers health care, nutrition, education and protection to children in urgent need, while working with governments to ensure they deliver on their promise to protect and promote the rights of every child. UNICEF relies entirely on voluntary donations from individuals, governments, institutions and corporations, and is not funded by the UN. For more information, please visit