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Have you heard of "co-creation with customers"? The idea is to innovate along with your customers and see them as part of the product/service creation process, rather than just as end users. Good to see Ikea do just that with one of their key users: children!
Now, Ikea is smartly tapping into this wellspring of ideas for a line of stuffed toys, dubbed Sagoskatt—Swedish for "mythical treasure"—which hits shelves on November 20 and will be available until December 24.
To come up with the toy concepts, Ikea invited kids all over the world to submit illustrations of whimsical creatures. From the pool of 52,000 drawings that came in, Ikea then picked 10 to turn into plush toys that are dead ringers for the kids' drawings. The toys retail from $1 to $8, and a portion of the sales will be donated to kids' charities through the Ikea Foundation. Last year, Ikea raised more than $11 million for charity through its inaugural soft toys campaign.