PRESS INFO

The Soft Toys for

Education campaign FY14
©Inter IKEA Systems B.V. 2013
 Soft Toys for Education
Campaign period November 10, 2013 – January 4, 2014.

For every soft toy sold in stores during the campaign period, IKEA Foundation
will donate €1(RM4.35) to children’s education through
UNICEF and Save the Children.

Since 2003, the Soft Toys for Education campaign has reached more than
10 million children through 90 projects in 46 different countries. The total
amount donated by IKEA Foundation is €57 million.

90
€ 57 projects
million donated
in 46
since 2003 10 million countries
€ 9.3 children are
©Inter IKEA Systems B.V. 2013

million in receiving a better

2012 education
 This is the power
of education
Education is the most powerful and effective
way to help children escape poverty.
The change it can bring to a young life
is immense.

Education has a direct impact on well-being,

from better health to increased opportunities.

It gives children the knowledge, skills and

confidence they need to shape a better future
for themselves.

When a child begins – and stays – in school,

he or she not only changes the course of
their own life, but that of future generations.
And that’s when small changes pave
the way for bigger ones.
©Inter IKEA Systems B.V. 2013
 This year’s brand new superheroes
In November 2013, a brand new range of soft toys will be launched
in IKEA store, making this year’s campaign even more exciting and
powerful. Our chosen powerful superheroes for this year are:

SÅNGTRAST soft toy fairy with

magic spell
RM19.90
Designer: Silke Leffler
902.478.27

NOJSIG soft toy

princess
KRULLIG soft toy elf
RM19.90 GULLGOSSE soft toy king
RM19.90
Designer: Silke Leffler RM23.90 LUFSIG soft toy wolf Designer: Silke Leffler
502.553.34 Designer: Silke Leffler RM39.90
©Inter IKEA Systems B.V. 2013

802.475.64
302.478.30 Designer: Silke Leffler
202.475.76
 The world of SÅNGTRAST  PE383214
The world of LUFSIG  PE383212 SÅNGTRAST soft toy fairy with magic spell RM19.90 Designer: Silke Leffler 902.478.27
LUFSIG soft toy wolf RM39.90 Designer: Silke Leffler 202.475.76
©Inter IKEA Systems B.V. 2013

The world of NOJSIG & GULLGOSSE  PE383213 The world of KRULLIG  PE383215
NOJSIG soft toy princess RM19.90 Designer: Silke Leffler 502.553.34
GULLGOSSE soft toy king RM23.90 Designer: Silke Leffler 302.478.30 KRULLIG soft toy elf RM19.90Designer: Silke Leffler 802.475.64
 October 2013 News – Product Index

PE332071 PE337576 PE337577 PE337578 PE352171

GULLEPLUTT finger puppet GULLGOSSE soft toy king NOJSIG soft toy princess LUFSIG soft toy wolf SÅNGTRAST soft toy fairy
RM3.90/each RM23.90 RM19.90 RM39.90 with magic spell
Designer: Silke Leffler Designer: Silke Leffler Designer: Silke Leffler Designer: Silke Leffler RM19.90
802.475.40 302.478.30 502.553.34 202.475.76 Designer: Silke Leffler
902.478.27

PE332070 PE332078 PE353062 PE332069 PE332066

GRÄVLING soft toy badger KRULLIG soft toy elf MINDRE soft toy GLADLYNT glove puppet family FANTASIVÄRLD glove puppet
RM19.90 RM19.90 RM5.90/each RM14.90/each RM14.90
Designer: Silke Leffler Designer: Silke Leffler Designer: Silke Leffler Designer: Silke Leffler Designer: Silke Leffler
802.476.77 802.475.64 302.670.69 202.476.80 602.476.83
©Inter IKEA Systems B.V. 2013

PE332074 PE332076 PE332508

NALLEBJÖRN soft toy bear RIDDERLIG soft toy cat JÄTTELITEN fingerpuppets/7pcs
RM19.90 RM29.90 with accessories multicolour
Designer: Silke Leffler Designer: Silke Leffler RM19.90
802.476.77 102.475.67 Designer: Silke Leffler
302.480.28
 October 2013 News – Product Index continued

PE332067 PE332084 PE332085 PE332077

FLYGDRAKE soft toy dragon SÖTNOS soft toy deer ÖKENLÖPARE soft toy horse ROSENFINK hobby
RM39.90 RM39.90 RM19.90 horse unicorn
Designer: Silke Leffler Designer: Silke Leffler Designer: IKEA of Sweden RM39.90
902.475.73 602.475.79 602.531.60 Designer: Silke Leffler
602.478.24

PE352172 PE332081 PE332068 PE353064

SILVERTÄRNA soft toy fairy SKOGSHARE soft toy rabbit GETDJUR squeaky toy goats LILLEPYTT soft toy
RM19.90 RM19.90 RM7.90/each RM5.90/each
Designer: Silke Leffler Designer: Silke Leffler Designer: Silke Leffler Designer: Silke Leffler
002.475.58 402.475.61 402.477.35 202.475.43
©Inter IKEA Systems B.V. 2013

PE332082 PE332073 PE332083 PE371748

VITSIG children’s hat PIFFIG children’s shoes VRIDVINGE fairy wings pink/white LILLEN soft toy cat
RM14.90/each RM19.90/each RM19.90/each RM19.90
Designer: Silke Leffler Designer: Silke Leffler Designer: Silke Leffler Designer: IKEA of Sweden
502.475.46 702.477.29 102.475.86 102.477.32
 IKEA Foundation aims to improve opportunities for children and youth in some of
the world’s poorest communities by funding holistic, long-term programmes that
can create substantial, lasting change. The IKEA Foundation works with strong
strategic partners applying innovative approaches to achieve large-scale results in
four fundamental areas of a child’s life: a place to call home; a healthy start in life;
a quality education; and sustainable family income. Currently-funded programmes
benefit an estimated 100 million children.
Supporting Education—Together
IKEA has worked with Save the Children and UNICEF for over a decade and
these two organisations were instrumental in the development of IKEA
policy against child labour, ‘The IKEA Way on Preventing Child Labour
Code of Conduct’, launched in 2000. Since then, the partnership has continued
through the IKEA Foundation, focusing on health and education programmes
around the world.

“We want to help people help themselves to a better everyday life today- and
tomorrow, turning the cycle of poverty into a circle of prosperity”,
says IKEA founder Ingvar Kamprad.

Learn more by visiting:

The IKEA Foundation is now
www.ikeafoundation.org
www.facebook.com/IKEAFoundation
the largest global corporate
blog.ikeafoundation.org donor to Save the Children
and UNICEF, funding projects
that include helping to improve
children’s education.
©Inter IKEA Systems B.V. 2013
 Partnership for a good cause

UNICEF works in 190 countries and territories to help children survive

and thrive, from early childhood through adolescence. The world’s largest
provider of vaccines for developing countries, UNICEF supports child
health and nutrition, good water and sanitation, quality basic education
for all boys and girls, and the protection of children from violence,
exploitation, and AIDS. UNICEF is funded entirely by the voluntary
contributions of individuals, businesses, foundations and governments.

Learn more by visiting:

www.unicef.org
www.facebook.com/unicef
www.twitter.com/unicef

Save the Children is the world’s leading independent organisation for

children, delivering programmes and improving children’s lives in more
than 120 countries worldwide. Working toward a world in which every child
attains the right to survival, protection, development and participation.
©Inter IKEA Systems B.V. 2013

Save the Children’s mission is to inspire breakthroughs in the way the world
treats children and to achieve immediate and lasting change to their lives.

Learn more by visiting:

www.savethechildren.net
www.facebook.com/savethechildren
 Good things are happening,
all over
A small contribution can make a big difference to a lot
of children. Since 2003, the Soft Toys for Education
Burkina Faso
campaign has reached more than 10 million children The Soft Toys for Education campaign

through 90 projects in 46 different countries. helped to increase the primary school

enrolment rate in Burkina Faso to
nearly 80% in 2012, already
surpassing the 2015 targets.

Albania
Save the Children – with the support from
Ethiopia the Soft Toys for Education campaign in
2010 – helped to ensure that 33,150
Education is a primary driver for Ethiopia’s children were enrolled in 60 schools
development. In 2012, 238,000 children – around the country in 2012.
including 25,000 refugees – stayed in school
Bangladesh
©Inter IKEA Systems B.V. 2013

despite living in challenging conditions.

Madagascar Save the Children has been working with

local NGOs since 2010 to improve the lives
In Madagascar UNICEF distributed more of children from the indigenous groups in
than 57,500 school kits in 114 of the most the Chittagong Hill Tracts. To date,
vulnerable districts, as part of its the project has directly reached more
“child-friendly schools” programme. than 25,000 children and 14,500 adults.
 BURKINA FASO
An early start to education
means a healthy start to life.
Five-year-old Saudata Kabore seems shy at first, but she soon speaks UNICEF in Burkina Faso
In Burkina Faso, the challenge for UNICEF is to sustain the significant progress in
animatedly about her experience at her nursery school. “This morning
education made in recent years. In 2012, with the help of the IKEA Foundation and its
we sang,” she declares proudly. “I like coming here because I draw Soft Toy for Education campaign, progress was again recorded, for instance, in the
pictures and I do clay work.” primary school enrolment rate, which reached 79.6 per cent, already surpassing the 2015
target.
When Tamesweoghin Nursery opened its doors, it forever changed the Visit IKEA Foundation’s home page for more stories like these: www.ikeafoundation.org
lives of children in the rural community of Ganzourgou, central Burkina
Faso.

Seventy-two children between the ages of three and six now enjoy
a free pre-school education, learn to socialise with others and are
provided with nutritious meals each day. Extensive research has shown
that access to early childhood development services and early learning
will strongly influence a child’s future physical and mental health, and
social development. 

UNICEF, working with the Ministry for Social Welfare and National
Solidarity, is providing financial and technical support, as well as
teaching and play materials, for 90 similar centres throughout the
country. Thanks to IKEA’s customers and co-workers, funds from the
IKEA Foundation Soft Toy for Education campaign are also helping
©Inter IKEA Systems B.V. 2013

children like Saudata get a strong start in life.

© UNICEF Burkina Faso/2010/Ouattara

 ALBANIA
Inclusive schools bring
new opportunities
Nine-year-old Jeni lives with her grandmother and uncle in northern and knows geometric shapes. She recently got the highest scores on her ABC’s and
math, and says with pride, “I like math and like to be top of the class.” The centre’s
Albania. Their home is cobbled together from bits of tins, with a tarp across
social worker says, “It is heartbreaking to live under the severeconditions of extreme
the opening for a front door. There’s a light bulb, a small old stove for
poverty, like Jeni and her family, but it is especially magical to be able to give support
heating and cooking meager meals, but no running water. and bring hope and joy into her life.”

“We’ve no choice; we must beg to be able to eat,” says Jeni’s grandmother. With the continued support of IKEA customers all over the world participating in the
Jeni doesn’t complain, but hopes that when she grows up and finishes holiday Soft Toys for Education campaign, countless other children in many more
school she can be a hairdresser or teacher. She likes playing and drawing countries will have the chance to join Jeni in enjoying their rights to a quality education
and is particularly pleased to do both at the “Socio-Educative Center for and a much brighter future.
Integration” supported by Save the Children, with funds raised during the
Save The Children in Albania
IKEA Foundation’s annual Soft Toys for Education campaign in IKEA stores Save the Children are fighting
worldwide. discrimination and violence in the
Albanian schools for inclusive and
Jeni calls the center “My loving school.” The center has enabled Jeni, and quality education. In Albania, Children
many other children, to enjoy education classes, recreational activities, see education as one of the most
important rights that they have, but
sports, and fun events. It’s designed to support the most vulnerable
still schools are

children who, because of their poverty, often experience exclusion, abuse, considered as their least
and discrimination.
favourite place to be due to violence
of teachers and/or peers, poorly
Since joining the centre, Jeni’s knowledge and behavior have changed
equipped classes,
©Inter IKEA Systems B.V. 2013

dramatically. Two years ago, she could only count to ten, her hygiene was
neglected, she was inattentive and sometimes bullied her classmates—her discrimination based on ethnicity,
poverty and disability. Visit IKEA
only friends were older boys, and she wasn’t afraid to fight with them. Foundation’s home page to read more
about Albania and other stories:
Today, Jeni reads and writes the alphabet, does addition and subtraction, www.ikeafoundation.org
 Seeing the difference –
IWitness Global Citizens Blog
Every year, the IKEA Foundation invites small groups of IKEA co-workers
to visit some of the projects and blog about them. Called IWitness,
the program is an opportunity to see first-hand what a difference
our support makes in the lives of children in developing countries.

These experiences are then shared with a much bigger audience through
the IWitness Global Citizens Blog, where IKEA co-workers post their
photos, videos and thoughts while they’re on their trips. It’s a chance
for IKEA’s global citizens to share these special experiences so all
co-workers, customers and anyone else who is interested in the Soft Toy
for Education campaign can see how, together with their partners,
they are helping children in developing countries. Read the blog posts
written by IKEA co-workers here: www.blog.ikeafoundation.org
©Inter IKEA Systems B.V. 2013
 For questions, please contact:

Tracy Pang

email tracy.pang@ikano.asia
phone 03-77207272

For more images, please contact:

Voon Pui San
email:puisan.voon@ikano.asia
phone 03-77207325

Yamunah Mohan
email yamunah.mohan@ikano.asia
phone 03-7720 7257
©Inter IKEA Systems B.V. 2013