IKEA’s Missing Piece: Why a Play Area Could Be Their Next Big Hit

Picture this: You’re at IKEA on a weekend, weaving through showrooms with your spouse and a restless toddler. The promise of meatballs keeps you going, but your kid’s patience is thinner than a Billy bookcase. Sound familiar?

Last week, my family and I faced this exact scenario. As we debated wardrobes, our 2-year-old’s boredom hit DEFCON 1. We scrambled to find the store’s play area—only to discover it was closed two hours before the store itself. Let’s just say the meltdown that followed wasn’t part of the “IKEA experience” we’d envisioned.

The Irony of IKEA’s Family-Friendly Brand:

IKEA markets itself as a haven for families. The cafés have high chairs, the layouts are stroller-friendly, and the meatballs are kid-approved. Yet, here’s the paradox: while parents browse, kids are treated as afterthoughts. The tiny play area (when open) feels like a token gesture—not the immersive, creative space this brand could easily deliver.

The Opportunity:

Let’s rewind to IKEA’s genius move: the food hall. Cheap, tasty, and strategic. It keeps shoppers fueled and loyal. So why not apply that same logic to kids?

The Free Idea (Hey, IKEA Execs, This One’s on the House):

Imagine an IKEA PlayLand—a vibrant, safe, and affordable space where kids of all ages can burn energy while parents shop (or finally enjoy a coffee in peace). Think:

Toddler zones with soft-play “LATTJO” blocks.

DIY craft corners (mini IKEA furniture to assemble, anyone?).

Interactive digital screens showcasing room designs kids can “build.”

Parent perks: Free coffee tokens for adults who check their kids in.

Price it like the food hall—accessible, not exploitative. Charge $5/kid, and watch families flock.

Why This Works:

Longer Visits = More Sales: Happy kids = relaxed parents = more time to browse that Kallax unit they didn’t know they needed.

Brand Loyalty: Families will choose IKEA over competitors just for the play area.

Social Media Gold: A colorful, Instagrammable play zone? That’s free marketing.

The Bottom Line:

IKEA nailed affordable design and meatballs. Now it’s time to solve the real pain point: keeping kids entertained so parents can shop. The play area shouldn’t be an afterthought—it should be as iconic as the cinnamon buns.

Imagem reference: https://www.ikea.lv/en/ikea-smaland