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IKEA launches new in-store play experiences and events; 2017 SAGOSKATT soft toy sales to benefit Save the Children

CONSHOHOCKEN, PA, 2017-Nov-04 — /EPR Retail News/ — A new global Play Report, released today (November 2, 2017) by IKEA, finds that people around the world believe play is undervalued in modern day life. That’s why IKEA and the IKEA Foundation are putting play at the heart of this year’s Let’s Play for Change campaign and encouraging everyone to play more for a better everyday life. IKEA stores around the world will launch new in-store play experiences and events starting this fall*. Additionally, IKEA and IKEA Foundation will support important children’s efforts around the world. The IKEA Foundation will provide a grant to Handicap International, Save the Children, Special Olympics, Room to Read, UNICEF and War Child. In the U.S., 100% of the proceeds from 2017 SAGOSKATT soft toy collection will be donated to Save the Children for their U.S. Hurricane Relief Efforts.

Building a Global Movement Around Play: IKEA Foundation Supports Children’s Right to Play Around the World

This is the second year of the IKEA Let’s Play for Change campaign – a good cause campaign supporting children’s right to play. The IKEA Foundation realizes that many children around the world lack safe spaces to play and develop. By granting $53 (Є45) million to Handicap International, Save the Children, Special Olympics, Room to Read, UNICEF and War Child, the IKEA Foundation wants to help some of the world’s most vulnerable children play safely and develop to their full potential.

“Every child has the right to play. Stimulation through play is a critical part of a young child’s brain development and emotional wellbeing,” said Per Heggenes, CEO at the IKEA Foundation. “Sadly, there are too many places around the world where devastating circumstances prevent children from simply being ‘kids’. Through the Let’s Play for Change campaign, we want to alleviate challenges to play and development in some of the world’s most vulnerable communities, while helping build a global movement around play.”

Playing with Purpose: In the U.S., Every SAGOSKATT Soft Toy Purchase will Support Save the Children’s U.S. Hurricane Relief Efforts

U.S. consumers who want to get involved in the campaign and make a direct impact in children’s lives can do so with every purchase from the 2017 SAGOSKATT soft toy collection* – a series of wonderfully imaginative plush toys designed by kids for kids. As part of the Let’s Play for Change campaign, 100% of IKEA U.S. proceeds from 2017 SAGOSKATT collection will be donated to Save the Children. Specifically, proceeds will go toward Save the Children’s hurricane relief efforts in areas of Texas, Florida and Puerto Rico devastated by Hurricanes Harvey, Irma and Maria. Funds will be used to help children and their families rebound and build their resilience following these natural disasters and will support child care centers and early education programs in their rebuilding efforts to enable them to support affected communities.

“Save the Children is very grateful to be the beneficiary of the 2017 SAGOSKATT soft toy sales from IKEA stores across the United States,” said Carolyn Miles, President & CEO, Save the Children. “We have been working to meet the unique needs of children in times of emergency and crisis for nearly 100 years, and we understand how important it is for children to have the chance to play when disaster strikes. We applaud IKEA for its commitment to promoting play for all children – here in the U.S. and around the world.”

Playing at IKEA: IKEA Stores to Host In-Store Play Experiences and Global Play Date

To celebrate the importance of play in our everyday lives, IKEA is incorporating playful experiences at stores worldwide** through interactive games and activities throughout stores during the Let’s Play for Change campaign. These play experiences will be available at all IKEA U.S. stores between November 9 and December 24, 2017.

Additionally, on November 20, 2017 – in honor of Universal Children’s Day and children’s right to play – IKEA stores around the world will host a global play date, inviting everyone to enjoy a variety of in-store activities, games and offerings geared towards the most important people in the world: children. IKEA U.S. stores will offer 50% off all soft toys*** – including the 2017 SAGOSKATT collection – from November 18 to 20, 2017.

Not Just for Kids: New IKEA 2017 Play Report Underscores Importance of Play for Adults, Too

The IKEA 2017 Play Report, released today, focuses on the universal benefits of play for both adults and children, as well as the major barriers that prevent many adults from playing at all. The Play Report also uncovered key trends shaping the future of play, which IKEA hopes will inform new products and solutions for more playful, joyful lives. Among several key trends identified are:

•Return to Retro: As technology becomes more pervasive, people rebel by turning to and celebrating nostalgic games from their childhood. From old board games to the Game Boy, there is a desire to keep play simple.•Multi-Sensory Play: The rise of more immersive and intense experiences that engage multiple senses at once.•Blurring of Boundaries: As lives become increasingly fast-paced, play will begin to enter all aspects of people’s lives. From the workplace to the gym, people will look to play in traditionally non-playful spaces.“At IKEA, we know good things happen if everyone – children and adults alike! – said ‘yes’ to playing a bit more. Play fuels our development, makes us more creative, teaches us to work together and sparks curiosity,” said Maria Thörn, Range Manager, IKEA of Sweden. “Our research has strengthened our belief that play is critical for a better everyday life at home. Now, we’re applying our findings to help enable more playful everyday lives.”

For consumers: To learn more about the IKEA ‘Let’s Play for Change’ Campaign, U.S. consumers can visit

For press: To view or download press materials, including the full IKEA Play Report 2017, the SAGOSKATT press kit and other Let’s Play for Change assets, please visit: INSERT LINK. To learn more about the beneficiary partners of Let’s Play for Change campaign, and how the campaign’s funds will be used to support children’s right to play, please visit

*SAGOSKATT will not be available at new IKEA Jacksonville and IKEA Grand Prairie stores opening this fall/winter.

**Timing of play experiences varies by country. Play experiences will be available at IKEA U.S. stores between November 9 and December 24, 2017. Note: New IKEA Jacksonville and IKEA Grand Prairie stores will not have in-store play experiences. To learn about the availability of in-store play activities in other countries, contact local IKEA stores.

***While supplies last.

About IKEA
Since its 1943 founding in Sweden, IKEA has offered home furnishings of good design and function at low prices so the majority of people can afford them. There are currently more than 390 IKEA stores in 48 countries, including 45 in the U.S. IKEA incorporates sustainability into day-to-day business and supports initiatives that benefit children and the environment. For more information see, @IKEAUSANews, @IKEAUSA or IKEAUSA on Facebook, YouTube, Instagram and Pinterest.

About IKEA Foundation
The IKEA Foundation (Stichting IKEA Foundation) is the philanthropic arm of INGKA Foundation, the owner of the IKEA Group of companies. The 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 a sustainable family income, while helping these communities fight and cope with climate change.Learn more at and

About Save the ChildrenSave the Children gives children in the United States and around the world a health start, the opportunity to learn and protection from harm. We invest in childhood – every day, in times of crisis and for our future. Follow us on Twitter and Facebook.


Kathy Boerner

Source: IKEA

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