Dubai, 14th April 2025, staying true to its mission of “Creating a Better Everyday Life for the Many People,” Al-Futtaim IKEA is shining a light on the importance of early childhood development—and the role that the home plays in nurturing it.

Following the success of its previous campaigns Proudly Second Best and Guilty Pets, Al-Futtaim IKEA now unveils Supporting First Steps—a heartfelt tribute to real family moments. This time, the focus is on adorable babies taking their very first steps with the help of IKEA furniture – an online TikTok trend called ‘baby cruising’. The message is simple: IKEA is there, quietly supporting families as they build strong foundations—for their children and their futures.

The campaign includes a series of three visual motifs photographed by renowned photographer Ale Burset, alongside a touching film. Recognising that more than three-quarters of parents share milestone moments of their children online, the brand chose to create the campaign film adding user-generated content. Each clip captures the joy of first steps—moments made even more special with the presence of IKEA products in the frame.

Abdou First Step
Helena First Step
Stela First Step

Featured in the campaign are everyday pieces like the BEKVÄM step stool, LACK side table, KALLAX shelving unit, and the MAMMUT children's stool—items commonly found in homes and often used by little ones as their first source of support.

“With Supporting First Steps, we wanted to celebrate the joy of a baby's first steps and show how IKEA is present in the everyday moments that matter most,” says Carla Klumpenaar, GM of Marketing, Communication & Interior Design at IKEA Al-Futtaim.

“This campaign taps into a beautifully universal truth—nearly every parent, everywhere, has witnessed their child pulling themselves up on a piece of furniture to take those first wobbly steps. It’s a moment so small, yet so unforgettable. I still remember both my daughters learning to walk with the help of a LACK table in our living room.” Adds Daniel Fisher, Global Chief Creative Officer, INGO The Agency

The campaign is the result of a creative collaboration between Al-Futtaim IKEA, INGO Hamburg and Ale Burset, and will roll out across various platforms throughout the Middle East. It will appear in out-of-home displays, digital screens, print publications, and across IKEA’s social media channels.

About Al-Futtaim IKEA UAE
IKEA UAE, a member of Al-Futtaim group of companies, offers an extensive range of home furnishing products & accessories of good design, value and functionality. In the UAE for 34 years, the IKEA stores in Dubai Festival City, Festival Plaza in Jebel Ali and Yas Island, Abu Dhabi closely follow the popular self-serve and self-assembly concept which was conceived in Sweden over half a century ago. IKEA serves a wide choice of refreshments at the IKEA Restaurant and Café. The Customer Ordering and Collection Point in Al Ain offers residents easy access to well-designed products at a great price.Customers can also join the IKEA FAMILY loyalty programme to avail of great offers and extended services on every visit to the store. Toll free number for the world-famous brand is 800 4532 (800 IKEA). For more information visit www.IKEA.ae, www.facebook.com/IKEAUAE or @IKEAUAE on Twitter.
About Al-Futtaim IKEA Qatar
IKEA Qatar, a member of Al-Futtaim group of companies, offers an extensive range of home furnishing products & accessories of good design, value and functionality. IKEA Qatar closely follows the popular self-serve, self- assembly concept which was conceived in Sweden over half a century ago offering customers a complete family day out through its ability to cater to children’s needs at Småland play are and offer a wide choice of refreshments at the IKEA Restaurant and Café. Toll free number for the world-famous brand is 800 4532 (800 IKEA). For more information visit www.IKEA.qa, www.facebook.com/IKEAQATAR or @IKEAQatar on Twitter.
About Al-Futtaim Group
Established in the 1930s as a trading business, Al-Futtaim Group today is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates.
Structured into five operating divisions; automotive, financial services, real estate, retail, and health; employing more than 33,000 employees across more than 20 countries in the Middle East, Asia, and Africa, we partner with over 200 of the world's most admired and innovative brands.
Al-Futtaim Group’s entrepreneurship and relentless customer focus enable the organisation to continue to grow and expand, responding to the changing needs of our customers within the societies in which we operate. By upholding our values of respect, excellence, collaboration, and integrity, Al-Futtaim Group continues to enrich the lives and aspirations of our customers every day. For more information, visit: www.alfuttaim.com
Affordability
Al-Futtaim IKEA provides affordable and sustainable home furnishings to the many people. It does this by investing in innovative design and engineering, prioritising sustainable materials, and manufacturing processes, and operating on a low-margin, high-volume business model.
Additionally, Al-Futtaim IKEA conduct’s life at home studies to understand customer needs and regularly introduces new products that match different styles, needs, and budgets. Its commitment to affordability and sustainability also extends to all aspects of the business, including the supply chain and logistics, and social and environmental initiatives.