IKEA collaborates with DreamWorks Animation
Due in stores this November, the Lattjo collection aimed at both children and adults consists of a range of games and toys for indoor and outdoor active play, making music, game nights, and dress up/role play.
To support the collection, Ikea has collaborated with DreamWorks Animation to develop a series of more than 25 short animated stories that utilize DreamWorks Animation’s storytelling expertise to bring the collection to life.
With the Lattjo characters inspired by insects, roots, animals and vegetation, the animated stories show a range of diverse characters inside their newly expanded worlds. These range from the eagle who is afraid of heights to the root queen who finds herself stuck between two worlds.
Cindy Andersen, business area manager at Children’s Ikea, said: “Ikea and DreamWorks Animation share belief in the importance of play for everyone. We also share a passion for great stories. We are so excited that DreamWorks Animation is helping us tell the Lattjo story, and Lattjo will help our customers create their own. This collaboration will continue with more stories and products and most of all: more play – together!”
Ikea said the aim of the collection is to encourage people both young and old to play more.
Maria Thörn, range manager at Children’s Ikea, added: “We know that the world wants and needs more play. In our research we’ve seen that 50% of all adults want to find their inner child, and that both children and parents want to play more together.”
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