Ikea teamed with Great Works on the interactive initiative, Playreport, which explores child development and play worldwide. According to Ikea, the project is currently the biggest global survey to date on play and child development.
Ikea enlisted Research Now, London, to carry out online survey fieldwork in 25 countries. From October through November 2009, more than 7,500 internet-based interviews were conducted with parents and 2,500 with children. Ikea also teamed with Family Kids and Youth, one of the world's top youth research agencies, to design the questionnaire and analyze the results.
The Playreport lives on on Ikea's Facebook page, which invites experts and parents around the globe to join in the conversation in order to increase awareness and discussion about the value of play for kids.