IKEA celebrates furniture’s role in toddlers’ first steps

IKEA is tugging at heartstrings with its latest campaign, Supporting First Steps, a warm, nostalgic ode to toddlers taking their very first steps with IKEA furniture quietly cheering them on in the background.

Unveiled in Dubai, the campaign blends sweet home videos with stylish visuals shot by renowned photographer Ale Burset.

It taps into the popular TikTok trend of “baby cruising” – those wobbly, joyful first steps that often involve grabbing onto a stool or table for support.

From the BEKVÄM step stool to the iconic KALLAX shelving unit, IKEA’s everyday items star in this touching tribute to early childhood development.

With more than 75% of parents sharing milestones online, the brand smartly weaves user-generated content into its campaign film, showcasing real families, real joy—and the furniture that helps hold it all together.

The campaign is the result of a creative collaboration between Al-Futtaim IKEA and INGO Hamburg.

Turns out, IKEA isn’t just part of your home – it’s part of your memories.

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