It's a shared sentiment. Taking the children out for a shopping day can be fun. But let's face it, not the entire time. This is why IKEA has created a family friendly shopping experience that includes a FREE supervised play area called Smaland. And every IKEA store -- in the world -- has one!

Step into the Smaland Swedish farmhouse. In this storybook place, children can climb on the faux rocks or the pine trees, or crawl into the wooden shoe. They can read books, play in the ball pit, watch videos or participate in organized play activities. And parents, well you can imagine. They are happy to be free to shop!

In these challenging 'money-stretched' times, IKEA's Smaland is a great alternative to leaving the children at home with costly babysitters. It's a pretty simple arrangement. Children can spend some time with their parents, then go off to play in Smaland. Afterwards, a little more shopping, and then a tasty excursion to the IKEA restaurant for a healthy, inexpensive meal. It's a great way to top off the day.

Parents are singing the praises of shopping while their children have playtime fun. "Some parents come a few times a week. It's just a way for them to have 'me' time while they shop," stated Lorna Montalvo, IKEA Brooklyn, NY, Local Marketing Specialist.

ABOUT SMALAND

* Children aged 3-10 are encouraged to visit Smaland. Height requirements (vary by store) are approximately 36" - 50". Smaland can hold up to around 60 children.
* The Smaland staff are specially trained covering all rules, policies and procedures specific to working in Smaland. IKEA supervisor to child ratio is 1:12.
* Vigilant safety routines are reinforced for parents sign ins and outs.
* Development of the play concept has been done with safety as a key factor in every step. Specialist resources were used in the design and construction of Smaland.
* Smaland playtime varies depending on children capacity at the time. It can run from 30 - 90 minutes.

IKEA offers a family friendly shopping experience with other play areas throughout the store. There are free strollers, play areas in the restaurant and baby amenities including bottle warmers and changing tables. A quiet room for nursing moms is also available.

The IKEA vision is 'to create a better everyday life for the many people'. And making everyday a little bit easier is the IKEA way.

About IKEA

IKEA places great value on life at home. A comforting spot where family and friends gather, where children learn and grow. Since its 1943 founding in Sweden, IKEA has offered home furnishings and accessories of good design and functional living solutions at prices so low that the majority of the people can afford them. Currently there are more than 285 IKEA stores in 36 countries, including 48 in North America (11 in Canada; 37 in the US). IKEA has been named to BusinessWeek's List of The Best Global Brands (August 7, 2006) and for four consecutive years, Working Mother magazine's annual list of the "100 Best Companies for Working Mothers." IKEA was listed in March 2007, on Fast Company's Fast 50, for its environmentally responsible products, as well as five consecutive years, Training magazine's annual list of top companies that excel at human capital development. IKEA incorporates environmentally friendly efforts into day-to-day business and continuously supports social initiatives that benefit causes such as children and the environment including UNICEF, Save the Children and American Forests.