Ikea launches in-store crèche - for men

Ben Parfitt
Ikea launches in-store crèche - for men

It’s perhaps the best idea ever conceived. The Australian arm of Swedish furniture giant Ikea has launched Mänland – an adult crèche for men.

The idea is that women are able to drop of their fellas at the beginning of their shopping spree and collect them at the end. As they might with a toddler.

Mänland has an array of goodies to keep the children amused – table football, Xbox 360s, TV sport and free hot dogs. The design of Mänland is in fact modelled on Ikea’s already successful toddler care areas.

There’s no word yet on a launch outside of Australia. Though for the sake of all men everywhere, please let this happen

UPDATE: MCV has been informed that the Mänland was set up for one weekend only over Father's Day earlier this year.


Tags: Retail , australia

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Darren Bennett

Darren Bennett INDUSTRY
Sep 22nd 2011 at 1:19PM

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Pretty sure Topshop did this sort of thing years ago with PS2s littered about the place. It didn't really work there so i'm not sure why sprucing up a section if IKEA is going to do much to draw men away from their own 'man caves', meatballs or no meatballs... Besides, IKEA without the Mrs is actually quite straight forward. They should make a woman zone instead with nail bars and blow dry hair things, throw a few copies of OK! into the mix and hey presto!

matt waghorn

matt waghorn INDUSTRY
Sep 26th 2011 at 8:42PM

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