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LEGO teams with IKEA on new initiative

Aim of the tie-up with Swedish lifestyle retailer is to encourage more play.

LEGO is collaborating with IKEA in an initiative which aims to encourage more play and creativity.

In the IKEA Play Report, 47% of children said that they wanted more playtime with their parent. At the same time 90% of the asked parents believe play is essential to wellbeing and happiness, building on to the belief that play is important.

In an upcoming study on play made by the LEGO Group, 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.

The collaboration is aiming to increase the opportunity for playing more, with first steps including trying to make the whole home a ‘better functioning and more fun place’.

Lena Dixen, svp product development at the LEGO Group, explained: “In our collaboration with IKEA we wish to deal with the challenge that some parents might have with the – wonderful – mess that play creates.”

Fredrika Inger, business area manager for Children’s IKEA, added: “Bringing people together over play and enable more play are things that are key for both us and the LEGO Group based on our respective visions, missions and values. That is why we want to explore what can happen when we work together, trying to get more of the many people to say yes to play.”

The first outcome of the collaboration will reach customers in IKEA stores in the next couple of years.

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