IKEA has announced a new partnership with the Baby Bank Alliance, an organisation dedicated to supporting and advocating for over 300 UK baby banks and families.
With concerns surrounding the rising cost of living and the need to provide for their family, new research revealed 44% of parents have considered visiting a baby bank in the past year.
It comes as 4.3 million children in the UK are currently living in poverty₁, with referrals to baby banks up 54% in the past year, according to research undertaken by the Baby Bank Alliance – a number that’s expected to increase in response to these soaring costs₂.
As temperatures drop, baby banks are used to seeing a rise in demand, especially for winter coats, boots, warm bedding, and blankets. Demand is expected to be even higher this winter, and the new research indicates 39% of parents have less disposable income than this time last year due to the increasing cost of energy and food. A further third (33%) are concerned about their income following what the government has said will be a ‘tough’ Autumn Budget.
Baby banks are having a huge impact in their local communities, supporting families in need of basic baby and children essentials. In 2023 alone, baby banks helped over 200,000 babies and children in the UK, gifting more than 1.2 million items to families in need. Through pre-loved donations, items gifted during this time included over 113,000 books and playmats, 99,000 clothing bundles, and 44,000 sleep related products such as cots, moses baskets and bedding, as these products remain among the most requested.
Further highlighting the importance of play in line with the increasing demand for toys, books and games, data from IKEA’s Play Report revealed that 90% of children say they always or sometimes feel happier when playing₃. The report went on to say that 54% of parents would like to have more time to do so with their child, however the new research found almost a third (32%) are not satisfied with how much they play with their youngest child.
To support baby banks and bring play into more children’s lives, IKEA will donate £1 from every sale of its new 21-piece SKOGSDUVA children’s range to the Baby Bank Alliance until the 31st of December.
The new range, which is inspired by Swedish forests, brings playful items that are full of imagination and fantasy to children’s homes, thereby helping to ‘play it forward’ when it comes to providing them with play essentials.
“At IKEA, we believe every child deserves the right to play,” says Hiliary Jenkins, Partnerships Lead at IKEA UK. “We’re proud to partner with the Baby Bank Alliance and through our donation, we hope to make a tangible difference in the lives of thousands of families in need across the UK. Through this new initiative, we encourage everyone to ‘play it forward’ and support this important initiative.”
The collaboration will help raise awareness of the increasingly important role and impact baby banks have for the one in three children and their families living in poverty in the UK. Donations from the campaign will be used towards supporting baby banks to support more families, including funding essentials such as sleep and play related items.
Hannah Pentith, Executive Lead of the Baby Bank Alliance, added: “We are delighted to be partnering with IKEA to help us in making a difference for babies and children across the UK. Baby banks are a vital lifeline to families in the UK who are really struggling with rising pressures and costs of essentials. This winter is set to be hard for families, and we’re seeing more demand for baby banks than ever before. The support from IKEA will enable baby banks to reach even more families and help the Baby Bank Alliance on our mission to ensure that every child has access to the essentials they need to thrive.”
The Baby Bank Alliance supports and advocates for over 300 baby banks across the UK that provide essential items for babies and children, free of charge, to families in need. The alliance also works to raise awareness of the challenges faced by families living in poverty and to advocate for policies that support them.
From 1st October – 31st December, £1 from each sale of the SKOGSDUVA range at IKEA, purchased both in store and online, will be donated to the Baby Bank Alliance to help make a difference. The SKOGSDUVA range features a collection of 21 soft toys and furnishings, bedding and toys, and is based on the enchanting Swedish forest.
Read more at IKEA.co.uk/playitforward
