“Sometimes it sucks to be a kid in the kitchen.”
Ikea reckons parents need to chillax in the kitchen…
…as opposed to the TV room, which is where most families spend time together.
According to Ikea’s Life At Home Report, watching TV has become the most common family activity (82%), particularly in the UK (88%), the USA (88%), Spain (86%) and the Netherlands (86%).
So Ikea Creative Hub’s spokeskid tells parents how to make the kitchen the “funnest” room of all. If you’ve ever told your kid, “Follow the recipe,” or “Don’t make a mess,” you’re about to find out why the Cartoon Channel trumps making pancakes at your place.
And why does that matter?
- Because Ikea’s Life At Home Report also found out that nearly half of all parents feel they don’t have enough time to play with their children. And most feel guilty about it.
- Because it found that most children lack basic food knowledge and cooking skills, simply because parents fear the mess and stress that comes from letting them into the kitchen.
- Because 2 out of 3 parents think it’s important to involve their children in the kitchen. 9 out of 10 parents say they already involve their kids in the activities around food…and most of those kids are just helping to clear plates and do the washing up. In other words, just the boring bits…
- Because the idea, “Ikea helps out with family life,” and getting families to spend more time in the kitchen are both good for Ikea’s business.
The Ikea Life at Home report surveyed 8,500 people in New York, London, Paris, Berlin, Stockholm, Moscow, Mumbai and Shanghai about their everyday thoughts and habits in and around their kitchens, to find out how the moments around food affect their wellbeing.
Cooking with Parents credits:
Creative directors: Fredrik Edling & Fredrik Preisler
Directors: Rene Villar-Rios & Daniel Skoglund
Production Companies: Acne & Redloop
