If it hasn’t already popped up on your Facebook feed, brace yourself: IKEA Singapore has announced a makeover for ‘The Updated Småland’, with a series of photos of children sitting in what was once a magical forest playground, isolated in pods and lost to the world, courtesy of an iPad. Is this the indoor playground taken one step too far? Or just April Fool hilarity?
The announcement from IKEA read:
“We’re about to transform Småland from a playground into a ‘press-play-ground’! Our studies of children’s play habits reveal that today’s kids prefer tablets to physical activity. So we’re replacing the magical forest with a haven of sitting pods with tablets — recreating the way your kids play.”
You can imagine the angry face emojis that ensued. Within three hours of posting the pictures, close to 300 concerned citizens were compelled to respond.
Here are just some of the comments:
“Such a terrible idea! Don’t you know too much screen time is really bad for kids?”
“Just a question, you did studies of children’s play habits which reveal that today’s kids prefer tablets to physical activity: were there further studies to show that these habits are actually beneficial to the development of kids?
“Looks like IKEA just got a HUGE SPONSORSHIP from some digital device companies that they can’t wait to ‘advertise’ them.”
“This is zombie land.”
“If it turns out this was all an elaborate April Fool’s day prank ONE DAY EARLY, then I’d be morally outraged that you do not respect the rules of April Fool’s Day… What pray tell sets us apart from animals? IS NOTHING SACRED?
Of course, there was the occasional comment from the not-so-concerned:
“Remember to also include charging points.”
IKEA has issued some pretty wry responses:
“We do yearly studies that reflect life at home and how people live, play and learn to make sure we always keep ahead of the curve.”
“The sessions are only 60 mins long. By providing this new platform, we hope the children would be able to spend time learning, but through technology.
And our favourite, in response to the zombie land comment:
“Zåmbiland™… that’s a great name! let us take that under consideration.”
We spoke to the IKEA team, who declined to comment, but come on, we’re calling it – APRIL FOOL!
And let’s all remember IKEA has long focused on the importance of active play, family bonding, and developing big imaginations in kids with its cool toys and craft supplies for kids. Its LATTJO play collection is bursting with engaging bits and bobs including puzzles, costumes, hula hoops and yo-yos.
Nice one, IKEA. Everyone getting into a real huff about this, we think you can relax now.
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