IKEA debuted 2012 push toys season, combined with a campaign to help children in developing countries to have access to education. With the campaign, IKEA (through IKEA Foundation) donates 1 euro for each plush toy bought from November 4th to December 29th to support children education through programs supported by UNICEF and Save the Children in Romania and other countries all over the world.
IKEA store in Bucharest enters for the 3rd year in the row in this program after it gathered, through last year’s campaign, the amount of Euro 56,405.
Worldwide, the campaign Plush Toys is running since 2003. Since than until now, IKEA Foundation donated Euro 47.5M, money that helped 8M children in almost 40 countries. This autumn, Euro 1.8M were donated to “Equal chances for all the children, in a no-discrimination society”, a program coordinated by Save the Children Romania.