IKEA has a new play collection full of toys, costumes and a corresponding app to spark parents and kids' imaginations and encourage them to play together. To entertain and advertise 'LATTJO,' the Swedish furniture brand teamed up with DreamWorks Animation to create film shorts narrated by child storytellers.
There will be a collection of 25 animated shorts -- one including characters like a bald eagle that's afraid of heights and a hyperactive mummy. The LATTJO play collection is meant to join parents and children together in play, letting adults find their inner child and bond with their kids.
In an effort to modernize its brand, IKEA Children is also turning to mobile, creating a play app that features the short films as well as games related to the toys and characters from the collection.