Make the World Your Playground with IKEA PLAY-VEMBER! Campaign

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.

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 ( 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 16th 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.

Dubai Store Activities
Activity Date Timings
MALA Studio Workshop
Every Monday from 18th November – 23rd December 12PM – 7PM
Soft Toy Drawing Competition 31st October – 16th November 12PM -7PM

Abu Dhabi Store Activities
Activity Date Timings
Soft Toy Drawing Competition 31st October – 16th November 1PM – 8PM

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