The Ikea mascot shark is a character that has become synonymous with the popular Swedish furniture company. The mascot, named Oskar, is a plush toy that is often seen in Ikea stores and promotional materials. Oskar the shark has a friendly and playful appearance with his bright blue color and wide smile. He is designed to be a symbol of fun and creativity, embodying the spirit of Ikea's brand. The mascot shark first made its appearance in 1997 as part of a children's promotion at Ikea. Since then, it has become a beloved character and has been featured in various marketing campaigns and advertisements.
As the shark was out of stock in IKEA stores in Singapore, and Hong Kong and was no longer listed on its Chinese website, fans of Blåhaj went into panic mode, tweeting the company to implore them not to stop production of the toy. At the same time an online petition asking the retailer to continue selling the shark received thousands of signatures and a subreddit called r/savetheBlåhaj was even created.
The light blue is placed to represent boys and the pink for girls, while the white is used to symbolize those who are transitioning or feel they have a neutral or no gender. Blåhaj s first links to the trans community can be traced as far back as 2020 when one Reddit post shared a cartoon featuring the shark with the caption Blåhaj is an ally.
Since then, it has become a beloved character and has been featured in various marketing campaigns and advertisements. Oskar the shark has gained a significant following and has become a popular collectible item among Ikea enthusiasts. Many people enjoy taking pictures with the mascot and sharing their experiences on social media.
IKEA Canada Made an Actual Blåhaj Shark in Trans Colors
Blåhaj, the cuddly plush shark beloved by all but especially embraced by trans people, is now an officially endorsed trans icon.
Blåhaj was first released by IKEA in 2014, as part of its line of plush toys. The shark quickly became popular with trans people, who bought Blåhaj sharks, posted pictures of them on social media, and bonded over their shared love of the plushie. Soon, Blåhaj became a way for trans people to connect with each other over the internet.
Now, the Halifax Sexual Health Center in Canada has debuted a handmade Blåhaj in the colors of the trans flag: blue, pink, and white.
View this post on InstagramAs the Halifax Sexual Health Center explains in its Instagram post, the shark, called Beyou Blåhaj, is a donation from IKEA Canada. HSHC will make Beyou available to its patients as a comfort item to hug during medical procedures.
Instagram users reacted with excitement to the announcement, asking how they could get one for themselves, and joking that they were going to fly to Halifax to hug Beyou Blåhaj.
Although IKEA hasn’t commented on Beyou Blåhaj specifically, a spokesperson told Newsweek that “BLÅHAJ is one of our much-loved soft toys and we are happy to hear that people around the world regardless of who they are or how they decide to live their lives are continuing to celebrate and embrace the soft toy.”
In addition to being a recognizable character, the Ikea mascot shark also has a charitable aspect. For every soft toy purchased at Ikea, a portion of the sales goes towards supporting children's education through UNICEF and Save the Children initiatives. Overall, the Ikea mascot shark, Oskar, has become an iconic symbol of the brand. With its friendly and playful demeanor, the mascot adds a touch of fun to the Ikea shopping experience and has captured the hearts of customers worldwide..
Reviews for "The Impact of the Ikea Mascot Shark Campaign: Lessons in Branding"
1. Sarah Adams - 2/5
I was really disappointed with the Ikea mascot shark. The design was really basic and lacked creativity. It felt like they just slapped some colors on it without any thought. Plus, the material used didn't feel durable at all. I was expecting something better from Ikea.
2. John Thompson - 1/5
The Ikea mascot shark was a complete waste of money. The quality was terrible, and it started falling apart within days of purchase. The stitching was coming undone, and the stuffing was coming out. I wouldn't recommend this to anyone.
3. Emily Roberts - 2/5
I found the Ikea mascot shark to be quite underwhelming. It didn't have the same charm as some of their other stuffed animals. The colors were dull, and it just looked cheap overall. I ended up returning it because I couldn't justify keeping something that didn't meet my expectations.
4. Michael Johnson - 2/5
I was really excited to get the Ikea mascot shark for my son, but it turned out to be a letdown. The size was smaller than I expected, and the material was not very soft. It didn't feel comfortable to cuddle with at all. I wish Ikea had put more effort into making it better.