DreamWorks Creates a Magical World for Ikea's New Line of Toys

Animation Studio and Swedish Furniture Retailer Collaborated on a Series of 25 Short Films to Promote New Line of Toys

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DreamWorks Studios has created 25 animated short films to promote Ikea's new collection of toys, Lattjo. The line includes games, musical instruments, toys for indoors and outdoors, and is meant to encourage adults and children to play together.

In the teaser shown here, the viewer goes on a colorful journey that introduces some of the characters in the series, including an eagle scared of heights, a hyperactive seven-year old mummy, robots, fairies, insects, a black cat and a queen who is stuck between two worlds.

The short films use 2D and stop-motion techniques to bring the Lattjo world to life. "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," said Brian Robinson, global head of creative design and development at DreamWorks Animation.

The Lattjo collection will be available in Ikea stores starting next month, and the videos will also start appearing on Ikea's Youtube channel then, with the final installment in the series slated to appear next spring.

Maria Thorn, range manager of Ikea's children's department, said that Ikea's research showed that both children and parents want to play more together. "We have seen that 50% of all adults want to find their inner child," she said in a statement.

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Oct 21, 2015
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