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

IKEA believes that children are the most important people in the world, and that they deserve every opportunity to play and develop. While play enriches their lives with joy and learning, sleep is critical to their growth and well-being.

Recognizing the importance of play and quality sleep, IKEA introduced the SKOGSDUVA collection, whose products help create an environment that contributes to the improvement of both.

The IKEA Play Report global survey from 2024 showed that as many as 90% of children are happier when they play, while most parents recognize how important this activity is for children’s well-being.

“At IKEA, we strive to be synonymous with a more playful home. Introducing play into the daily routines of families is a simple way to make life more fun and dynamic. With the SKOGSDUVA collection, we want to inspire families to establish a balance between desires and obligations in their daily routines through play and storytelling. Here, a pillow can be a trunk, a robe can turn you into a lynx, and a duvet cover can inspire bedtime stories, making bedtime a joy.” says Maria Törn, children’s range manager at IKEA of Sweden.

Inspired by the magical forest and animals of Sweden, the SKOGSDUVA collection includes more than 20 educational, inspirational and practical products, designed to encourage creativity, expression and social interaction. The collection helps children to explore and understand the world in a playful and unique way, making it easier to fall asleep. Although 77% of children in Serbia have their own room, as shown by the IKEA study on sleeping habits in Southeast Europe, 80% of them sometimes seek comfort in their parents’ bed during the night, which may indicate a need for security. For children who feel anxious at night or are afraid of the dark, plush toys and pillows from the collection will provide a sense of security and serve as an aid in telling stories, turning bedtime into a magical adventure.

Research on sleeping habits in Southeast Europe also revealed that in this region 57% of parents separate their children’s rooms. In response to this dynamic, the SKOGSDUVA collection offers fun storage solutions that facilitate the organization of children’s rooms and turn cleaning into a game.

The SKOGSDUVA collection, which is available in IKEA stores and onlineinspires families to bring the magic of the forest into their homes, creating a playful and peaceful world for children.