It’s time to listen to the kids, says IKEA

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Idea for latest collection of IKEA products comes from children worried about the future of ocean life

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The atmosphere was playful — stuffed toy animals were everywhere to be seen at IKEA’s Host 2022 Fall Preview held at the Arta Gallery in Toronto’s Distillery District.
But with it came a serious message: “We know how much kids care about the environment, especially about taking care of our oceans, so we wanted to create a collection that is very playful and fun, but also raises awareness of that,” says the company.
The stuffed toy animals are part of a product group called BLAVINGAD, one of five collections debuted by IKEA at its Fall Preview event.
“What is super-fun about this product is that it came from a kids’ advisory panel where we learned of a real preoccupation with marine animals,” says Lisa Huie, PR manager for IKEA Canada.
“Kids everywhere are worried about the future of ocean life and so the five animals you see — turtles, dolphins, octopuses, blue whales and sharks — form the collection.”
Aimed at anyone from “tots to teens” — although adults at the event seemed to like them a lot too — the stuffed toys are available at IKEA stores everywhere. “We have a play campaign every year, and this is an expression of that,” says Huie.
It‘s not just about having fun with toys, also top of mind is sustainability and protecting the environment. A number of IKEA products from soft toys to cushion fillings to rugs now contain recycled polyester made from ocean plastic picked up from areas up to 50 kilometers inland from coastlines.
As well as “play,” other themes explored at the Fall Preview include “natural” as featured in furniture products made from materials such as bamboo, rattan and jute; and “gathering” as featured in products that raise awareness of the small things “we can do to eat and live more sustainably.”
The other four collections are:
■ AROMATISK: Inspired by the streets of India, IKEA worked with designer Luna Gil on a colourful range of accessories and textiles.
■ KROSAMOS: A new seasonal collection of kitchen items and tableware based on the harvest time of year.
■ OBEGRANSAD: Meaning “unlimited” in Sweden and designed for anyone who values and enjoys music at home, including an IKEA-branded turntable for playing LPs.
■ TOLKNING: A new “multifunctional” line of furniture made from renewable materials including bamboo, rattan, willow and jute.

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