Ikea and DreamWorks team up for a series of animated short films
The furniture retailer's new campaign aims to help customers find their "inner child".
DreamWorks Animation has produced a series of 25 short films for furniture designer Ikea.
The studio has collaborated with the Swedish brand to promote its new Lattjo collection through a number of playful 2D and stop motion animation movies.
To support the new products, which include games, toys and musical instruments that have been built to inspire adults and children to play more together each day, the creative delves into the world of the Lattjo 'characters'.
Inspired by insects, vegetation and animals, the videos will introduce viewers to an eagle who is afraid of heights and a root queen who finds herself caught between two realities.
Ikea's children's range manager, Maria Thörn said that the collection was born out of research conducted by the company which found that "50 per cent of adults want to find their inner child, and that both children and parents want to play more together."
Commenting on the ads, Brian Robinson, global head of creative design and development at DreamWorks Animation said: “We were inspired by the creative challenge to bring these characters to life for Ikea customers around the globe."
“Working with our world-class storytellers, the content series is a celebration of imagination and play that we hope surprises and delights viewers as they meet these characters in the coming months,” he added.
The first videos from the series will be launched in November.