Make the world your playground with IKEA PLAY-VEMBER! campaign

IKEA, the much-loved Swedish furniture brand is kicking off its “PLAY-VEMBER!’ campaign with an array of interactive activities taking place in its stores and online channels. Through the campaign, IKEA aims to highlight the importance of play not just for children, but for everyone and encourage them to make time for it despite their busy schedules.

Play is so important that the UN Convention on the Rights of the Child states that every child has the right to play and to develop in a safe, secure environment. Home is where people can be themselves and through this campaign, IKEA would like to demonstrate that play goes beyond toys and games. It’s a state of mind and a way of finding fun and joy in everything we do, regardless of where we are or who we are with. With all this in mind, IKEA customers can learn some fun new hacks on their social channels and at the instore MALA Studio Workshop. Kids can also ignite their creativity as they draw their favourite imaginary figure and take part in the soft toy drawing competition taking place at the IKEA stores during this campaign.

PLAY-VEMBER Challenge

IKEA will be launching a PLAY-VEMBER Challenge that encourages parents and children to get creative together using IKEA products and other items they would find at their home. The 30-day challenge will bring families some fun arts and crafts and DIY tutorials to show them that creativity knows no boundaries. Every day IKEA will be posting a video on its website (www.ikea.ae/playvember) and social media platforms @IKEAUAE, so stay tuned and get ready to unleash your imagination!

A competition will also be running to encourage fans and followers to try these hacks at home and can tag @IKEAUAE and hashtag #PLAYVEMBER for a chance to win a prize! On a weekly basis, one lucky winner will receive an IKEA gift card worth AED200 and at the end of the 30 days, a grand prize worth AED 1,000 will go to one loyal fan that has tried out all 30 hacks!

MALA Studio Workshop

IKEA is all about creating a positive impact on people and the planet and this workshop will let you see the endless possibilities of play around you. The workshop will let you get creative with all the things you can re-use at your home and create something fun for you and your kids! With a range of fun arts and crafts activities and do-it-yourself (DIY) hacks, you’ll change your perspective on simple items lying around your home and start seeing innovative ways to use it and play with it.

IKEA Soft Toy Drawing Competition

As part of the PLAY-VEMBER campaign, IKEA is hosting its sixth annual Soft Toy Drawing Competition until 16^th November across all UAE stores. With this activity, kids that are part of the IKEA Family will get the chance to have their drawings turned into real soft toys that are sold in all IKEA stores globally next year! All you have to do is accompany your children (12 years and under) to the nearest IKEA store for them to participate in the workshop and submit their drawing. Last year, IKEA saw the participation of 87,000 children in the competition and the six winner’s soft toys are currently being sold across IKEA stores.

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About IKEA UAE

IKEA UAE, a member of Al-Futtaim group of companies, offers an extensive range of home furnishing products & accessories of good design, value and functionality. Present in the UAE for 26 years, the IKEA stores in Dubai Festival City and Yas Island, Abu Dhabi closely follow the popular self-serve and self-assembly concept which was conceived in Sweden over half a century ago. IKEA offers customers a complete family day out through its ability to cater to children’s needs at Småland play area and serves a wide choice of refreshments at the IKEA Restaurant and Café. The Customer Ordering and Collection Point in Al Ain offers residents easy access to well-designed products at a great price.

Customers can also join the IKEA FAMILY loyalty programme to avail great offers and extended services on every visit to the store. Toll free number for the world-famous brand is 800 4532 (800 IKEA). For more information visit www.IKEA.ae, www.facebook.com/IKEAUAE or @IKEAUAE on Twitter.

Awards

• Customer Friendliness Index Award, Department of Economic Development in Dubai – March
• 2017 Dubai Municipality “Eat Healthy, Live Healthy” programme recognition certificate to IKEA Restaurant & Café, Dubai - March 2017
• IKEA YAS Island Store - Declared the first reference store in the world for best implementation of the concept

About Al-Futtaim

Established in the 1930s as a trading business, Al-Futtaim today, is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates.

Structured into four operating divisions; automotive, financial services, real estate and retail; employing more than 42,000 employees across 29 countries in the Middle East, Asia and Africa, we partner with over 200 of the world's most admired and innovative brands.

Al-Futtaim’s entrepreneurship and relentless customer focus enables the organisation to continue to grow and expand; responding to the changing needs of our customers within the societies in which we operate.

By upholding our values of respect, excellence, collaboration, integrity; Al-Futtaim continues to enrich the lives and aspirations of our customers each and every day. For more information visit: www.alfuttaim.com 

For More Information Please Contact:

Shifa Al Usman | Impact Porter Novelli | IKEA@ipn.ae | T 9714 3304030 E 432
Sarah Al Shawa | Impact Porter Novelli | IKEA@ipn.ae | T 9714 3304030 E 404

© Press Release 2019