Ikea launches annual soft toy campaign with SPH, MediaCorp

For the first time, it is partnering with Singapore Press Holdings (SPH), Mediacorp’s lifestyle publications and DJs from MediaCorp Radio this Christmas to launch the campaign.

The partnership saw DJs Glenn Ong and Jean Danker from Class 95.0FM, Lynette Tan and Maggie Lim (GOLD 90.5FM), and Joe Augustin and Sarah Tan (Lush 99.5FM), as well as editorial teams from TODAY, Home & Décor, Her World Online, CLEO, and Singapore Women’s Weekly coming together yesterday at the Ikea Alexandra Store to decorate 10 Christmas trees with Ikea soft toys.

The trees will be on display for two weeks at the Ikea Alexandra store before they are auctioned on 2 December for a charitable starting bid of SG$100. The proceeds will go to the Singapore Children’s Society and the ‘1000 Enterprise for Children-in-Need’ project. The auction was initiated to reach out to as many people as possible to help raise awareness and support the campaign.

While it was promoted via traditional media, the campaign has also gone viral, with live feeds being put up via Ikea’s Facebook page. Customers are also encouraged to take photos of the trees and share it on their own social media networks.

Each soft toy purchased at the Ikea stores from 4 November to 29 December will see the Ikea Foundation donate €1 (S$1.50) to fund education programmes worldwide supported by UNICEF and Save the Children.

Irene Lau, regional marketing manager at Ikano Retail Asia, said the programme was launched to better the lives of children in disadvantaged communities from Cambodia to Africa through access to better education.

“This year, the Soft Toy Campaign is made even more special as we try to raise funds closer to home, for our local community,” she said. “We want to help people help themselves to a better everyday life, turning the cycle of poverty into a circle of unlimited possibilities.”

The campaign’s long-term effects are now seen in villages such as in Magadascar, where more than 100,000 children can now enjoy quality lessons through the provision of school materials and with more school facilities built.

The Ikea ;Soft Toy Campaign; started in 2003, and donations have supported more than 94 projects in nearly 45 countries, helping eight million children worldwide.