Blue, pink and white, soft, fluffy and pleasant. Blahaj, the stuffed shark from Ikea, is for many people an object of comfort, a safe place. That is why for years this article has become a symbol of refuge and belonging for the LGTBIQ+ collective, and more specifically, for the trans community. Seeking to return the love that it has given to the product, one of the few that does not include instructions, the company has made it the protagonist of a manual on empathy and diversity.
The manual is presented as a guide to “dismantle prejudices”
Together with the State Federation of Lesbians, Gays, Trans, Bisexuals, Intersex and more (FELGTBI+) and the digital agency Meme, Ikea has prepared the Blahaj Empathy Manual, ““a guide born from real trans experiences to dismantle prejudices and make everyone feel recognized, respected and welcome in your home”as the brand explains on its website.
“The trans community has embraced Blahaj as a symbol of refuge and belonging. A stuffed animal that, in addition to being huggable, is synonymous with struggle, company and resistance of the collective“, they point out from the company. “Does a stuffed animal need instructions? Maybe not. But this manual is our way of thanking the immense love it has received over the years.”.
This is explained by the brand in a video in which it presents its stuffed animal and remembers how the item, launched more than a decade ago, has become a symbol of the collective. It also indicates that the document created has the seal of the FELGTBI+ Yes, We Trans program, focused on the socio-labor insertion of trans people and supporting companies to achieve a successful incorporation of trans talent.
The initiative includes a dedicated website where Ikea offers the manual in PDF format for download, and includes a series of tips for being an ally of the trans community in everyday life. “At Ikea we are committed to building environments where welcome, respect and freedom are a reality for everyone. This guide invites you to apply its advice not only on key dates, such as the International Day against Homophobia, Transphobia and Biphobia, but in your daily life, making a positive difference for the LGTBI+ people around you.“, they point out from the brand.
Additionally, he has shared some of the manual’s highlights in social media posts. It has provided the resource with the recognizable aesthetics of the instructions that usually accompany its products, and in parallel with the steps necessary to assemble the furniture, it includes everyday situations and keys to acting from respect and empathy.
The website created for the manual also presents the advice and offers context and explanations to understand the reality of trans people. Thus, it invites you to practice active listening and be receptive to learning, to use inclusive language, to raise your voice in the face of hurtful or disrespectful comments, to accept mistakes, avoid assumptions, or to respect the names and pronouns chosen by people.
Ikea also shares real stories of the LGTBI+ community internationally, and has taken the opportunity to remember its history of commitment to the community. Thus, among other things, it points out that since 2019 it has donated the profits from the sale of its rainbow bag, the Storstomma, to local LGTBI+ organizations, which allows it to support initiatives that promote inclusion and respect in each community.
It has also brought to mind an advertisement from 1994, launched in the US market, and which was a pioneer in representing the LGTBI+ collective in advertising. It featured a couple of men looking for a table for the dining room of their house, a simple scene but one that marked a milestone.
Beyond Ikea Spain, the Blahaj stuffed animal is a symbol of the company’s support for the LGTBI+ community globally, and over the last month, Ikea has given it prominence in its communication strategy. Proof of this is the publication made on the occasion of the Pride demonstration in Budapest, the first after the departure of Viktor Orbán, who banned the meeting in March 2025.
“Sometimes it’s enough to go out, meet new people and remember how good it feels to be in a place where anyone can feel at home.” is the message launched by the brand.
More info.: Ikea empathy manual
