In the UK, IKEA encourages families to play together

"Come Home to Play" by Mother features a robot with dreams of flight

LONDON — Playing is not just for kids, according to IKEA’s new campaign. The launch ad, created by Mother, opens on a magical land where a robot is struggling to learn to fly like his bat and bird companions. The action is then revealed to be the imagination of a father and his two children, who are dressed in costumes and playing together. The spot promotes IKEA’s new Lattjo range, comprising games, costumes and books designed to encourage intergenerational play, which can de-stress parents and support children’s development. It was directed by Daren Rabinovitch through Encyclopedia Pictura.