IKEA and charities in toy campaign

Unicef and Save the Children have teamed up with homeware retailer IKEA for a major corporate fundraising initiative.

From 18 November, each of IKEA's 237 stores worldwide - including its 15 stores in the UK - will donate the equivalent of £1 (€1 outside the UK) for every soft toy purchased.

Revenue will be split between Unicef and Save the Children, and will fund a range of child pro­tection, health and education work across Africa, Asia and Europe.

Unicef media officer Jeremy Sprigge said media relations would target nat­ional and lifestyle press, as well as regional titles servicing the areas around IKEA stores. IKEA's radio station is to broadcast appeals recorded by celebrities on behalf of the two charities.

Films will also be shown on IKEA's in-store screens to raise awareness of the charities' aid work.

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