IKEA and Janelle Monáe Collaborate for Serious Play on International Day of Play

On the first-ever International Day of Play designated by the United Nations, IKEA launched its latest Play Report, highlighting the crucial role of play in children’s wellbeing. To emphasize the report’s important messages, IKEA collaborated with children to create and direct a film featuring the powerful voice of global music artist and actress, Janelle Monáe.

A Collaboration with Janelle Monáe

Janelle Monáe, an acclaimed American artist known for her groundbreaking work in music and film, lent her voice to the campaign. With ten Grammy nominations, a Screen Actors Guild Award, and a Children’s and Family Emmy Award, Monáe’s involvement brings significant attention to the cause.

Key Findings from the IKEA Play Report 2024

The IKEA Play Report 2024 underscores the essential role of play in children’s lives. Conducted by Future Minds for IKEA, the study reveals:

• Parental Insights: 95% of parents believe their child’s happiness is linked to how much they play.
• Children’s Perspective: 90% of children feel happier when they play.
• Modern Challenges: In a world affected by the pandemic, global unrest, climate change, and inequalities, children are more stressed and worried about adult issues.
• Play as a Remedy: Both parents and children see play as crucial for escaping stress and enhancing happiness and wellbeing.

However, socio-economic factors, time, space, and money often limit the ability to engage in play. Only 51% of children are satisfied with their playtime, and 54% of parents wish they had more time to play with their children. The home plays a vital role in facilitating play, as it is where families spend most of their time together.

Extensive Research

The IKEA Play Report 2024 is based on comprehensive international research by Future Minds, including:

• Ethnographic and Quantitative Research: Conducted in the US, China, and Germany through 36 home visits with in-depth interviews.
• Expert Contributions: Insights from eight global experts and thought leaders in play and child development.
• Survey Data: A quantitative survey involving 7,000 children and parents across seven countries: USA, Germany, France, Canada, Japan, Poland, and India.

The report features contributions from experts like Emma Worolla, Playfulness Consultant; Aidan Kohn-Murphy, Founder of “Gen Z for Change”; Ting Zhang, Expert in Children, Families, and Play; Eric Baumgarten, Director at MIT Media Lab; Melissa Cash, Co-founder and CEO of Pok Pok; Allison Bryant, Head of Insights at Sesame Workshop; Yuri Suzuki, Partner at Pentagram; and Helen F. Dodd, Professor of Child Psychology.