We all have a unique origin story. Even toys. A new campaign from Al-Futtaim IKEA and Memac Ogilvy uses stories of family and sustainability to introduce its new toy collection. To launch its sustainable BLÅVINGAD collection, soft toys made from ocean plastic, Al-Futtaim IKEA brings the topic of sustainability to life through family stories narrated by the soft toy characters themselves. Each toy tells us the legacy of their parents’ love story, offering a surprising and emotional answer to the question: "Where do we come from?"