Known for flatpacks and affordable furniture, IKEA has another product that’s quietly stealing hearts.
The DJUNGELSKOG IKEA bear has become an unlikely cult favourite across Australia, with shoppers calling it their “best friend”, “emotional support bear” and even “the best thing that’s ever happened to me.”
Designed by Annie Huldén, the 100cm-long bear will set you back $40, and is described on IKEA’s website as “a soft and safe friend with big and open arms made for cuddling.” At nearly a metre long, it’s less toy and more life-size companion, and that’s exactly why people can’t get enough of it.
While it’s marketed at kids, many of the reviews come from adults. Some say they bought it “for the kids” before quickly claiming it for themselves, while others openly claim the bear as their own.
What’s so special about djungelskog?
The reviews read less like product feedback and more like declarations of love. Here are some of our favourites.
One reviewer, who named her bear Norbert, described him as:
“A friend, companion, pillow, and an absolute delight to see every day. With incredibly soft fur, an endearingly floppy neck, and a rotund stomach that looks as if your djungelskog has indulged in too many Swedish desserts, they are the perfect furry friend to read a book on the sofa with.”
‘Something you fall in love with’
Another shopper said the floppy neck was the detail that sealed the deal:
“He is the most perfect thing I’ve ever bought,” they wrote. “He helps me through so much, and I quite literally can’t sleep without mine. I give him a kiss every night before bed.
“When I got mine in-store, he was one of the last ones left. He had a very floppy neck. I named him Frank, and I cuddled him all the way home.”
Another added: “This bear is something you fall in love with! Big fella, big hugs, big love. Best soft toy money can buy!”
With hundreds of glowing reviews and shoppers naming their bears like beloved pets, it’s clear this isn’t just another soft toy. At $40, DJUNGELSKOG has quietly become one of IKEA’s most adored cult buys.
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