Born from the insight that losing your child's favourite toy is every parent's nightmare. That beloved stuffed animal the one that's been dragged through holidays, sleepovers at Nan's, playgroup afternoons and everything in between - is more than just a toy. It’s a constant companion, covered in dribble, memories and unconditional love.

Affordable for life highlights that with IKEA’s great prices, that one precious toy doesn’t have to be just one. It can be the backup, the spare, the stand-in and always there when it’s needed most.