IKEA research has shown that as many as 80% of children in Serbia occasionally sleep in their parents’ bed

IKEA believes that children are the most important people in the world and deserve every opportunity for play and development. While play enriches their lives with joy and learning, sleep is essential for their growth and well-being. Recognizing the importance of both play and quality sleep, IKEA has introduced the SKOGSDUVA collection, designed to create an environment that enhances both.

The 2024 global IKEA Play Report reveals that 90% of children are happier when playing, and most parents recognize the importance of this activity for their children’s well-being. “At IKEA, we aim to be synonymous with a more playful home. Integrating play into family routines is a simple way to make life more fun and dynamic. With the SKOGSDUVA collection, we want to inspire families to balance desires and responsibilities through play and storytelling. Here, a pillow can become a tree trunk, a cape can turn you into a lynx, and a duvet cover can inspire bedtime stories, making bedtime joyful,” says Maria Törn, Children’s Range Manager at IKEA of Sweden.

Inspired by Sweden’s magical forests and wildlife, the SKOGSDUVA collection includes over 20 educational, inspirational, and practical products designed to encourage creativity, self-expression, and social interaction. The collection helps children explore and understand the world in a playful, child-centric way, easing them into sleep. Although 77% of children in Serbia have their room, as shown by IKEA’s survey on sleep habits in Southeast Europe, 80% occasionally seek comfort in their parents’ bed during the night, indicating a need for security. For children who feel anxious at night or fear the dark, plush toys and pillows from the collection provide a sense of security and serve as aids for storytelling, transforming bedtime into a magical adventure.

The survey on sleep habits in Southeast Europe also found that 57% of parents in the region tidy up their children’s rooms. Responding to this dynamic, the SKOGSDUVA collection offers fun storage solutions that make organizing children’s rooms easier and turn tidying up into play.

Available in IKEA stores and online, the SKOGSDUVA collection inspires families to bring forest magic into their homes, creating a playful and serene world for children.