LICENSING NEWS

Ikea partners with DreamWorks to bring toy collection to life

Published on: 26th October 2015

DreamWorks will create a series of animated short films to accompany the launch of Ikea’s new toy collection, Lattjo.

Dreamworks-480Lattjo is a new play collection hitting Ikea stores this November. The range includes a selection of games, toys and costumes that have been designed to encourage people, both young and old, to play more.

To support the collection, Ikea has teamed up with DreamWorks to develop a series of more than 25 short animated stories that expand the imaginative worlds of the Lattjo characters.

The short films will appear across the retailer’s social media platforms over the coming months. Ikea has also designed an app to accompany the collection.

Maria Thörn, range manager at Ikea, said: “We know that the world wants and needs more play. In our research, we’ve seen that 50% of all adults want to find their inner child, and that both children and parents want to play more together.”

“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,” added 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.”

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