IKEA is contributing to the children’s education in poor regions by locking off a beneficiary toy sales initiative, rolling out from November 1 to December 24. The company will donate 1 euro to UNICEF and Save the Children to support previously launched educational programs for kids as well as start new ones in disadvantaged areas all around the world.

The money raised during the initiative will help improve facilities conditions of schools, will be spent towards training the teaching staff and strengthening the right to education for minority children. In general, next year IKEA’s partners will be supporting children’s schooling in 22 countries with over $13 million planned to collect during the campaign, which is now running in the retailer’s stores. IKEA also celebrates the 21th anniversary of the Convention of the Rights of the Child by providing additional donations to the program—it is going to add 1 dollar per each children’s IKEA products and ’soft toy kids meal’ purchased from December 18–24.

The project, which is part of the broader IKEA Social Initiative program, has been running for seven years (since in 2003), and for this period it has already raised $31 million spent on funding education for 8 million kids in 40 countries in Central and Eastern Europe, Asia and Africa.

“With over 300 IKEA stores and many millions of customers joining the movement for children’s education, we can make a substantial and long-lasting impact on children’s lives. This year, we hope to raise a record 10 million euro (13 million dollars) from the sale of soft toys, Children’s IKEA products and the special kids’ meal while also raising awareness of the importance of education. This will help millions of children learn and thrive,” states Marianne Barner, head of IKEA Social Initiative.