Work. It’s a bit overrated isn’t it? Wouldn’t you rather be making an egg-box dragon? Or dressing up as a pirate? The folks at IKEA would go along with that. There’s simply not enough play going on in the world. And so the Swedish homewares giant is launching a new play collection aimed at kids, and grown-ups.
The range includes a variety of games, musical instruments and toys featuring new characters inspired by insects, roots, animals and vegetation. It’s all great fun, but according to the designers it’s also about reducing stress, fuelling creativity, awakening curiosity and strengthening family bonds.
To bring the new collection to life, IKEA has teamed up with DreamWorks to create a series of animated shorts introducing some of the characters – among them an eagle who’s afraid of heights, and a hyperactive mummy.
Right. The Pokes are on hold – we’re off to do some serious colouring in.
Via. Brand Channel