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IKEA turn kid’s drawings into cuddly toys in brilliant charity campaign

Here’s a very, very sweet campaign from marketing masters IKEA.

The retailer took 10 children’s drawings and turned them into real cuddly toys, as part of its Soft Toys for Education fundraising campaign. IKEA will donate one dollar to children’s education projects for each toy sold.


The toys are based on pictures from kids aged four to ten, from all around the world, which were then worked on by adult toy designers. You can pick up one of your own from $4.99 to $9.99.

(FYI, there’s a company, Child’s Own Studio that’s been doing this for a good few years, without the charity hook).


UNICEF and Save the Children are the charity partners for the campaign, which began in 2003. Since then, the campaign has donated more than $100m to children’s education initiatives in 46 countries, reaching over 11 million children. This video talks more about the initiative:


For anybody still reading, the campaign reminds me of this from pre-social media blogdarling Maddox (I own the book ‘Crappy Children’s Art‘, which takes aim at juvenile scribbles – bit one-track, but great toilet read).

Source: PSFK

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Rich started in January 2012. It has been named Vuelio's top PR blog. He runs consumer PR agency Radioactive PR, which has two offices in the UK. He also wrote 'Myths of PR', which went on to become Amazon's best-selling PR book within days of release. In March 2013, Rich co-founded blogger outreach service He tweets about PR stunts, campaigns and other media bits and pieces @RichLeighPR

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