Have you heard? Two of our all-time favourite brands are joining force! Scandinavian mega-brands IKEA and LEGO are coming together in a collaboration designed to highlight the importance of play.
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The iconic brands made the announcement at the annual IKEA Design Day in Stockholm last week, and although no definitive information was given on what the collaborative range will entail, it was abundantly clear that ‘play’ is the fundamental aspect.
“We really want to enable many more opportunities for play in the home between children and their parents,” said Lena Dixen, Senior Vice President of Product Development for LEGO.
“You never get too old to play,” added Fredrika Inger, Business Area Manager for Children’s IKEA.
And the facts support their statements. The latest IKEA Play Report shows that 47% of children asked said they want more playtime with their parent. At the same time, 90% of the parents asked believe play is essential to wellbeing and happiness.
In a similar upcoming study by LEGO, 95% of parents responded that play is fundamental to their child’s development, and that playing with LEGO bricks helps their children to be creative.
“We know that creativity is a critical skill needed for the future, but we also know that tinkering, experimenting, being creative and trying out new things can be messy. In our collaboration with IKEA we therefore wish to deal with the challenge that some parents might have with the – wonderful – mess that play creates,” added Dixen.
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What Will An IKEA and LEGO Range Mean?
While IKEA has always offered a ton of creative and space-saving storage ideas, particularly popular with parents looking to keep the toy chaos under control, it will be interesting to see what this new partnership may include. Will it be LEGO-themed furniture, or an IKEA-inspired style of building toy?
At the Design Day, the origin of the partnership came up and it all centred around an invitation from LEGO, asking IKEA “do you want to play?”
“Of course we said yes to this…we believe more play makes the home and the world a better place,” said Inger.
We love this! The fun, creative and playful roots of both brands really seems to be coming to the fore and it will be exciting to see what the new range includes.
You can see the full IKEA and LEGO announcement here:
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