Ikea launches new play campaign for kids

IKEA Malaysia is running the Play For The Future charity campaign ahead of Children’s Day, to provide more kids the chance to play. RM1 will be contributed to IKEA’s local charity partners for every selected IKEA toy sold between October 27 and December 27.

Every toy purchased at IKEA Damansara and IKEA Cheras will benefit the Dignity for Children Foundation, while donations from IKEA Batu Kawan will go to the Children’s Protection Society.

IKEA Malaysia has also launched the BLVINGAD collection to inspire kids to care about marine life and conservation. The collection includes a wide range of soft toys, aquatic textiles, fishing games, and lightings. The vibrant new items are designed to encourage play and curiosity about the ocean.

The BLVINGAD line was developed using input from children aged 8 to 14 from around the world who participated in the IKEA Kids Advisory Panel. The panel found that children are concerned about the ocean and its species.

This prompted IKEA to base its design philosophy on marine life, while also making conscious efforts to use sustainable materials, such as 100% recycled polyester in a few of its products, including soft toys.

The panel also discovered which marine life children enjoy seeing the most, which aided in the development of the dolphin, orca, blue whale, turtle, and octopus characters seen in BLVINGAD. The panel found that there are many different reasons why kids are drawn to various creatures, such as the cooperative nature of whales, the flexibility of octopuses, and the intellect of dolphins. The BLVINGAD soft toys portrayed the unique traits of each animal.

“Play is at the heart of Children’s IKEA, and we are inspired to create products that encourage more opportunities for play for both children and families. Through the design process, we discovered how crucial it was to keep developing a line that not only encourages play, but also meets functional home furnishing needs.” Jorge Omar Santoyo Henaine, Product Design Developer at IKEA said.

The collection also includes colouring paper rolls, interactive games, and activities for children to enjoy.

The BLVINGAD collection is available at all IKEA stores in Malaysia, as well as on the IKEA website.