IKEA introduces new LATTJO collection, highlighting the power and importance of play

Corporate NewsReports and summaries, SustainabilityOctober 26, 2015Last edited: August 19, 2021

IKEA collaborates with DreamWorks Animation to bring LATTJO characters to life in series

[Seoul, 26 Oct 2015] –IKEA announces the launch ofLATTJO, a new play collection due out in IKEA stores this November, with the single-minded mission to inspire people to play more together everyday. The LATTJO collection consists of a wide range of games and toys for indoor/outdoor active play, making music, game nights, and dress up/role play.

To support the collection and to further inspire play, IKEA collaborated with DreamWorks Animation todevelop a series of more than 25 short animated stories that celebrate and expand the imaginative worlds of the LATTJO characters.

The mission of theLATTJO collection is to encourage people both young and oldto play more.“We know that families in Korea want and need more play. In IKEA Play Report 2015, we’ve seen that more than 50% of all adults in Korea want to find their inner child, and 54% of the children wants to play together with their parents” says Nicolas Johnsson, IKEA Korea Country Marketing Manager.

IKEA and DreamWorks Animation have collaborated on a series of animated shorts featuring characters from the new collection in playful 2D and stop motion animation. The video series utilizes DreamWorks Animation’s storytelling expertise to bring the collection to life.

“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!” says Cindy Andersen, Business Area Manager at Children’s IKEA.

“DreamWorks Animation believes in the power of great stories, and we were inspired by the creative challenge to bring these characters to life for IKEA customers around the globe,” says Brian Robinson, Global Head of Creative Design and Development at DreamWorks Animation. “Working with our world-class storytellers, this content series is a celebration of imagination and play that we hope surprises and delights viewers as they meet these characters in the coming months.”

The LATTJO collection will be available in IKEA storesfrom November.The first videos will be available in November on theIKEA global YouTube channel (https://www.youtube.com/user/IKEA),with more rolling out through spring 2016.