IKEA’s new muscly bears from Mother could be winning trend

Most new IKEA ads are an event and Mother has delivered again with ‘Every home should be a haven,” featuring some muscly teddy bears ensuring a dad and daughter can get some quality time away from the cares of the world – temporarily anyway.

Marketing communications manager Kemi Anthony says: “As the foundation of our well-being and happiness, at IKEA we believe that everyone deserves a home where they feel safe, happy and comfortable, wherever they live.”

“Whilst there are all kinds of everyday stresses and strains that can prevent home from being the haven it should be, we’re committed to helping our customers overcome these challenges where we can, with our new campaign calling for everyone to create the space they deserve, and a home life they love.”

The bears could prove to be a winner – will they return, at Christmas maybe?

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.


  1. I want one of the ikea muscle bears

  2. Me too!!!

  3. Me too 2 muscle bears same size. Where can I get them

  4. We’re can I get the muscle bears please I collect teddys & have all ur other 1ns so I would love the information how to get them

  5. Jennifer Williams

    OK I need muscle bears! I’ll be happy with 2 but the 3rd could ride along with me! The bears really make my day. I love the shades on them too!

  6. Want muscly bear costume- where do I get them?! Yayyahhhh!They’re SO cool- great holiday season advertising ploy- them and the blanket fort has opened my eyes to actually look closer and appreciate IKEAS for the first time- had no idea how much I’m digging IKEA and noticing them more- gets me in the “feels” now!

  7. IkEA would definitely have a winner if they started producing muscle bears,everyone wants one! Even my sixty something husband!

  8. IKEA should make the buff bears, about 18 inch tall would be kid and adult perfect. I would buy 3.

  9. I want some. Love Muscly Bears !!!!!!