IKEA is encouraging Australians to play more for a better everyday life, as part of the second annual Let’s Play for Change campaign where it will join 400 IKEA stores around the world to put play at the heart of its operations to support children’s right to play.
To kick-off the campaign in Australia, IKEA stores nationally will celebrate the arrival of ‘Foxy,’ proudly designed by Joseph, a seven year old Australian boy from Adelaide, South Australia. Foxy is one of ten soft toys brought to life from 70,000 drawings submitted globally.
Designed by kids for kids, the SAGOSKATT soft toy range will be sold across all 400 IKEA stores where proceeds from sales will be donated to a local charity.
In Australia, donations will go to Save the Children Australia.
To highlight the importance of play for both children and adults, the leading home furnishing retailer has today released Australian research based on the 2017 IKEA Play Report, a global seven month study which delves in to people’s attitudes, beliefs and behaviours when it comes to play, which has also been released this week.
The report found that people around the world believe play is undervalued in modern day life, forcing them to focus on “more important” things.
The global IKEA Play Report also identifies five key motivators of why we play, they are: play to connect, express, explore, repair and escape.
Of these, Australian’s ranked ’Play to Escape’ – taking time out from everyday obligations and routines – as their number one reason to play.
IKEA Australia Spokesperson Mark Mitchinson said that at IKEA, we believe that children are the most important people in the world and that the home is a great playground.
”Our Children’s range is focused on creating safe and affordable children’s products that can help every child learn, develop and, most importantly, have fun through toys that encourage role play, imagination, creativity and movement”, said Mr Mitchinson.
“At IKEA, we know good things happen if everyone, children and adults alike, said ‘yes’ to playing a bit more. Play fuels our development, makes us more creative, teaches us to work together and sparks curiosity.
“The Let’s Play for Change campaign highlights the importance of play for a better everyday life. From the IKEA Play Report, to celebrating Joseph’s Foxy soft toy in stores and the launch of this year’s drawing competition, this year’s campaign is focused on encouraging Australians to take time to do the things they love.
“We’re thrilled to have an Australian winner in this year’s soft toy drawing competition, and hope Aussies can learn something from Joseph and bring a sense of creativity and imagination to everyday play.”
To enter this year’s IKEA soft toy drawing competition (open to IKEA Family members between 3 – 19 November in store and online) and to learn more about the Let’s Play for Change campaign, including the IKEA Foundation’s 45 million euro donation to six international charity partners, head to www.ikea.com.au/letsplay.
Local Research in the lead up to the campaign has shown that:
• 80% (or four out of five) Australians believe we don’t play enough
• One in three adults only take time out 2-3 times a month or less to enjoy activities for themselves
• Australians may not take enough time out for themselves, but 40% believe playing with their children is important and make time throughout the week to spend time with their kids
• Australians ranked ”play to escape” – taking time out from everyday obligations and routines – as their number one reason to play
• As a nation we’re, we believe the future of play will be a mix of online and offline.38% of Australian’s believe we will revert back to childhood games for play; and 41% foresee technology playing a larger role in how we play
• Tasmania is Australia’s most playful state with 85% of Tasmanian’s surveyed putting time aside at least a 2-3 times a week to play.