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Ikea readies new digital initiatives

Retail Editor 3 -- Home Textiles Today, July 20, 2011

New York - During a press event here last night to unveil its 2012 catalog, Ikea also revealed some new marketing initiatives it will soon launch to emphasize a design message.

In August, Ikea will launch an iPad app and add some new features to its U.S. website.

The Share Space will be a microsite that allows visitors to share photos of how they're using Ikea products in their homes as well as to comment on products they like and create wish lists.

A new blog called Design by Ikea will further push the retailer's design marketing message. Finally, Ikea is changing its Twitter handle to @DesignByIKEA.

The new catalog drops in two weeks. As part of Ikea's sustainability positioning, Ikea is launching a line of children's bedding called Torva along with plush toys and a book of the same name. The toys are depictions of the fruit and vegetable characters in the book, which teaches children about the importance of a healthy planet.

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