IKEA Releases Results From the Playreport, a Global Survey on Child Development and Play

Over 11,000 interviews across 25 different countries give new insight into the importance of play for children's development

Jun 03, 2010, 11:40 ET from IKEA

NEW YORK, June 3 /PRNewswire/ -- IKEA has just released the results of the Playreport, an international, research-driven project investigating play and its affects on family life. It is the largest global survey ever conducted on the topic.

Survey fieldwork for the report was carried out over the Internet in 25 countries by Research Now, London. Family Kids and Youth, one of the world's foremost youth research agencies, partnered with IKEA to design the questionnaire, analyze the results and provide an overview of child development and background to the importance of play.

"The state of childhood is very good out there," says Dr. Barbie Clarke, CEO at Family Kids and Youth and head researcher on the Playreport. She cites some surprising results, such as kids preferring 9 to 1 to play with friends and their parents over watching TV. "It's really a healthy picture, and parents should know that they are doing a good job."

Dr. Clarke did note, however, that some of the results are a tad worrisome:

45% of parents feel they don't have enough time to play with their children

26% agree that they're too stressed to play with their kids

46% of parents admit to feeling guilty about not spending enough time with their kids



"For children, play is life itself," says Maria Elander, head of IKEA Children's School, an integrated part of Children's IKEA and a driving force for increased knowledge about children, their needs and development. "For us, children are the most important people in the world, and the home is the most important playground. Play is a fundamental aspect of their development. Through this global research, we've gathered new insights about how play is perceived by children and parents all over the world."

To further collaboration, IKEA has launched a Playreport page on Facebook, and is inviting experts and parents from across the world to participate in a conversation around child development and the importance of play.

While working with child development experts is nothing new for IKEA, the Playreport represents an innovative approach that allows the brand to collaborate with parents and children while raising awareness about a topic that is crucial to the development of their Children's range.

About IKEA

Founded in Sweden in 1943, IKEA offers home furnishing and accessories of good design and function at low prices so the many people can afford them. There are currently 268 IKEA Group stores in 25 countries with 590 million visitors last year. IKEA incorporates social and environmental efforts into day-to-day business and continuously supports initiatives that benefit causes such as children and the environment. For more information, please visit: www.IKEA.com.

About Playreport

IKEA has undertaken a major research-driven project to investigate the subjects of children's development and play called the Playreport. 7,933 Internet-based interviews were conducted with parents and 3,116 interviews with children aged 0-12 years during October and November 2009. Survey fieldwork was carried out online in 25 countries by Research Now, London. Family Kids and Youth, partnered with IKEA to design the questionnaire, analyze the results and provide an overview of child development and background to the importance of play. To download the results, visit www.facebook.com/playreport.

About Children's IKEA

Children's IKE A is based on the belief that children are the most important people in the world and the home is the most important playground. Part of the product development process includes collaboration with the world's leading children's experts, speaking to parents and studying children and their everyday life at home. All this knowledge goes towards designing products that are functional and safe while supporting children at every stage of their development. IKEA Playground

Links:

Playreport US: http://www.facebook.com/pages/Make-the-world-play-more-Playreport-USA/124553714222962

Playreport Global: www.facebook.com/playreport

IKEA: www.IKEA.com

Family, Kids and Youth: www.kidsandyouth.com/

Research Now, London: www.researchnow.co.uk

For further information, please contact:

Krista Freibaum, Great Works

kf@greatworks.com

646.214.7800



SOURCE IKEA



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