Press release —
The most unexpected design installation begins with a child's drawing
Thousands of hand-drawn superheroes created by children will take centre stage this August in a 112-metre-long installation at Formex. At a trade fair where new products, brands and designers are usually the focus, one of the venue's most prominent spaces will instead be filled with ideas that have not yet become products. The initiative is led by Teddykompaniet and, this year, is being carried out in support of Min Stora Dag.
The installation brings together contributions from children across Sweden and will be presented in its entirety for the first time. On the opening day of Formex, 25 August, the winning drawing that will become the next Superhero Teddy will be revealed. The winning design will be developed into a teddy bear to be launched in 2027, and SEK 50 from every bear sold will be donated to Min Stora Dag's work supporting children living with serious illnesses and diagnoses.
"Design does not begin with a product launch. It starts much earlier, often with something as simple as an idea on a piece of paper. At Formex, we showcase many of the products that will shape tomorrow's homes, but this year we also wanted to make space for the moment before an idea becomes a product. That's why it feels only natural to give thousands of children's drawings a place at the heart of the fair," says Sonja Björk Ebert, Project Manager at Formex.
Superhero Teddy is Teddykompaniet's initiative in partnership with Min Stora Dag and is being held for the second time this year. Children from across Sweden have been invited to draw their own superhero. One drawing will become a teddy bear, but every contribution will form part of the installation that welcomes visitors to Formex.
"At Teddykompaniet, we have supported charitable causes for many years, but we wanted to do something more, something that would genuinely engage people. I grew up with Astrid Lindgren's words that if you are very strong, you must also be very kind. That idea runs throughout the Superhero Teddy initiative: children helping other children," says Felix Chou, CEO of Teddykompaniet.
Around 200,000 children in Sweden live with serious illnesses or diagnoses. Through sales of the Superhero Teddy, Teddykompaniet contributes to Min Stora Dag's work in creating memorable experiences and moments of joy for these children.
The installation will be on display in the Gallery Walkway during Formex, taking place from 25 to 27 August at Stockholmsmässan. The winning drawing will be announced on the fair's opening day.
Facts: Superhero Teddy
• An initiative by Teddykompaniet, this year in support of Min Stora Dag.
• The project is being held for the second time in 2026.
• Thousands of children from across Sweden have submitted drawings of their own superheroes.
• The entries will be displayed in an installation measuring 112 metres in length and 2.5 metres in height.
• The winner will be announced on 25 August, the opening day of Formex.
• The winning drawing will be developed into a teddy bear to be launched in 2027.
• SEK 50 from every bear sold will be donated to Min Stora Dag's work supporting children living with serious illnesses and diagnoses.
About Teddykompaniet
Since 1991, Teddykompaniet has designed and developed soft toys with the ambition of spreading comfort and joy to children, one hug at a time. With roots in Scandinavian design and product development based in Båstad, the company combines timeless design, high quality and rigorous safety standards. Today, Teddykompaniet's soft toys can be found in homes around the world, always guided by the same promise: Your friend for life.
About Formex
On 25 August, Formex opens its doors for three days as exhibitors and visitors from across the Nordic region and around the world gather at Stockholmsmässan in Stockholm. Buyers, designers, producers, stylists, architects, media representatives, creatives and brands come together to do business, discover new products and build valuable industry connections.
As the leading meeting place for interior design and lifestyle products in the Nordic region, Formex is held twice a year and offers a wide-ranging exhibition, trend exhibitions, talks, installations and panel discussions. Through initiatives such as Design Talents, Formex highlights the next generation of designers and creates new opportunities for the industry.
Press Contacts
Anders Andersson
Marketing Director, Teddykompaniet
+46 (0)73 413 90 71
Anders@teddykompaniet.se
Related links
Topics
Categories
World class meetings
Inspiration and information, business opportunities and new friends. Stockholmsmässan is the largest meeting place in Scandinavia hosting around 70 leading exhibitions and hundreds of national and international congresses, conferences and corporate events every year.
Love to meet you!
