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IKEA’s Build A Friend

: Integrated

Problem

Upon arriving in Europe, Syrian refugee children must learn a new language that their parents may not even speak.

Insight

Young children develop language skills by talking to their toys.

Idea

IKEA prints toys with vocabulary words on all its boxes, allowing European customers to build and send toys to their refugee neighbors in need.

How it works

The boxes become...

Instore experience

Delivery

Post-delivery digital campaign

An Instagram page shows refugee children with their new toys, responding to the notes that customers left for them.

Copywriter: Erica Yoshimura