# Imaginative Play Apps IKEA Partnered with DreamWorks to Showcase Its New LATTJO Play Collection By Cadhla Gray | Published 2015-10-28 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/play-collection References: [brandchannel](http://brandchannel.com/2015/10/26/ikea-dreamworks-lattjo-102615/) & [ikea](http://www.ikea.com/ms/en_GB/ikea-collections/lattjo/index.html) [IKEA](https://www.trendhunter.com/trends/ikea-open-house) 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](https://www.trendhunter.com/trends/candyrific-gabbys-dollhouse) 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](https://www.trendhunter.com/trends/chick-fil-a-play) that features the short films as well as games related to the toys and characters from the collection. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 20% | Activity: 79% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Alpha, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### Why This Trend Is Growing - **Imaginative Play Apps:** Opportunity to develop interactive and engaging play apps that encourage creativity and parent-child interaction. ### Industries Being Reshaped - **Furniture:** Potential for furniture brands to team up with entertainment companies to create immersive play experiences for children. - **Animation:** Opportunity for animation studios to collaborate with brands to showcase products through captivating storytelling and engaging characters. - **Mobile App Development:** Demand for mobile apps that blend entertainment and educational content to enhance children's play experiences and encourage family bonding. ## Related on Trend Hunter - [Playful Learning Collections](https://www.trendhunter.com/trends/ikea-open-house.md) - [Creative Home Collections](https://www.trendhunter.com/trends/creative-home.md) - [Stimulating Child Play Apps](https://www.trendhunter.com/trends/child-play-app.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md) - [Space-Themed Home Decor Collection](https://www.trendhunter.com/trends/aftonsparv.md) - [Play-Based Preschool Apps](https://www.trendhunter.com/trends/lego-bluey.md) - [Anthropomorphic Store Campaigns](https://www.trendhunter.com/trends/short-social-films.md) - [Dream-Inspired Building Toys](https://www.trendhunter.com/trends/lego-dreamzzz.md) - [Experiential Play Pop-Ups](https://www.trendhunter.com/trends/ikea-open-house-miami.md)