Ikea teams with James Nesbitt, Claudia Winkleman and more for charity education campaign

Ikea has teamed with a raft of celebrities, including actor James Nesbitt and presenter Claudia Winkleman, to create six animated videos of soft toys voiced by the celebs telling the stories of the children living in poverty in developing countries who have been supported by €67m raised by Ikea customers.

For each soft toy purchased as part of the Soft Toys for Education campaign between now and 27 December, the Ikea Foundation will donate €1 to support educational projects run by Save the Children and Unicef around the world.

In addition to the Unicef and Save the Children projects, local charitable causes will be supported as part of Ikea’s ‘Give Twice’ scheme. Customers can choose to buy an additional soft toy and then drop it into ‘Give Twice’ boxes at the exit of each store. Donated soft toys will then be given to local charities.

This year the campaign, which has been running since 2003, aims to raise €700,000 in the UK and Ireland, to add to a global total of €67m raised since it began.

Dr Who actor Arthur Darvill, actress Nina Wadia, and TV and film stars Ashley Jensen and Stephen Graham also voiced the animated videos.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.