About the project

Campaign launched by Ikea on  June 2010 with the objective to create a better everyday life for the many children at home and get more parents to play more with their children.

This Facebook Group was about a project called the Playreport, Initiated by IKEA. As you might have figured out, it is about a report on play – a research project about parenting, about kids and about the art of playing around the globe. But as much as it’s about research and children’s development, it’s also about researching IKEA, and seeing how we can improve and grow. Aside from trying to help create a better everyday life for children and parents.

The goal was that the information accumulated in the Playreport would help to find new and interesting ways of communicating both online and offline with parents and children alike. The Facebook group was where sparked the discussions on family matters, as The Playreport is the largest study ever conducted globally on the subject of play. It’s based on 10 000 online interviews, with 7 000 parents and 3 000 children (aged 7 to 12), spread over 25 countries. There is also insights from research advisors specialized in technology, design, health, ecology, science, consumer products and so forth to form the research.

Interviews were conducted in Austria, Australia, Belgium, Canada, China, Czech Republic, Denmark, Finland, France, Germany, Hungary, Ireland, Italy, Japan, Netherlands, Norway, Poland, Portugal, Russia, Slovakia, Spain, Sweden, Switzerland, UK and USA.