The grand opening of IKEA in St. Louis happened just one short month ago, sending St. Louisians into IKEA overload. More recently, IKEA made national headlines by announcing the launch of its new play collection called LATTJO (pronounced “Lat-tio”), which launched on November 1.
The LATTJO collection includes a variety of toys and games that can be played with inside and outside, dress up and role-playing costumes, a recipe book for play, which teaches you about new games and reminds you how to play the classic ones, and a LATTJO app, which allows you to play together even when you are apart.
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IKEA also collaborated with DreamWorks Animation to create short animated films (less than two minutes) about the world of LATTJO and the characters living there, who are inspired by nature, including bugs, plats, roots, birds, and animals. IKEA is planning to post two to four videos per week starting in November and continuing to early 2016.
Janice Simonsen, IKEA U.S. Design Spokesperson, says, “At IKEA, we know that the world wants and needs more play. We say ‘yes to play’ and encourage others to do so as well. Through play we explore, experiment, dream and discover. This collaboration is about play, to inspire more people to play more together, everyday.”
Additionally, this collection is not solely to encourage children to play, but adults as well.
“IKEA has learned that play is not only good for children, but just as important for people of all ages. In our research we’ve seen that 50 percent of all adults want to find their inner child, and that both children and parents want to play more together,” says Simonsen.
Visit the St. Louis IKEA store at 1 Ikea Way, or go to ikea.com for more information; you can view the short DreamWorks Animation films here.
