Ikea has collaborated with DreamWorks Animation to produce a series of animated short films to promote the Swedish furniture retailer’s new collection of toys, Lattjo.
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 teamed up with DreamWorks Animation to create a series of more than 25 short 2D and stop motion animated stories that utilize DreamWorks Animation’s storytelling expertise to bring the collection to life.
Inspired by insects, vegetation and animals, the videos will introduce viewers to an eagle who is afraid of heights and a root queen who finds herself caught between two realities.
Business area manager at Children’s Ikea, Cindy Andersen 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.”
