IKEA has supported UNICEF’s Play based programs for ten years and given more than ten million children the opportunity to schooling.


IKEA, the leading home furnishings retailer, and UNICEF partnered ten years ago on a new promotion, which celebrates the importance of playtime in a child’s life and demonstrates how a teddy bear can help make a big “bear hug” of a difference, a bear that gives.

IKEA stores in 46 countries have donating a certain percentage from the sale of each BRUM soft toy teddy bear – perfect for hugging – to benefit children living in poor countries. IKEA, together with its shoppers, has so far raised 57 million Euros, supporting UNICEF’s “Children’s Right to Play,” crucial outreach programs for children in need. IKEA shoppers can now again support this worthwhile cause through 4th of  January 2014 and bring a smile to the faces of the children in their lives, as well as help improve the lives of other children, with each purchase of the new IKEA BRUM teddy bear.

“A teddy bear is a symbol for playfulness and security, and through the sale of the IKEA BRUM teddy bear we can help play a positive role in the lives of many children, making it possible for them to be exposed to constructive, healthy and fun play-oriented activities through UNICEF’s valuable programs,” said John Zurcher, Environment and Social Responsibility Manager, IKEA U.S. when the charity program first started. “At IKEA we know how important it is to enable children all over the world to grow up in a carefree and nurturing environment.”

“Millions of children in the world are denied play and never experience this vital aspect of their development because of war, disease and poverty,” said Charles J. Lyons, President, U.S. Fund for UNICEF. “We are grateful to IKEA for its ongoing support to help children reclaim their childhoods through playing and learning.”

Created by IKEA the Norwegian designer Ivar Ledang, the IKEA soft toy BRUM teddy bear is part of the new IKEA PS collection for children, which is available for purchase at IKEA stores, as well as via the IKEA catalog. The IKEA BRUM bear has flexible arms and legs that bring the cute playfellow to life. A child can use his or her imagination to make the bear sit, stand, walk, wave, nod, take a nap or give a big bear hug.

Designer Ivar Ledang
Designer Ivar Ledang

IKEA has supported UNICEF programs around the world for more than ten years, and in the United States alone IKEA has raised more than $1.75 million to benefit UNICEF programs for children.

Founded in 1946, UNICEF helps save, protect and improve the lives of children around the world through immunization, education, health care, nutrition, clean water and sanitation. UNICEF is non-partisan and its cooperation is free of discrimination. In everything it does, the most disadvantaged children and the countries in greatest need have priority. For more information, please visit www.unicefusa.org.