Ikea Debuts Mänland, a Daycare for Men While Women Shop

Drop off your overgrown toddler today

Headshot of Tim Nudd

Men hate to shop. It's a truism that Bud Light ads have hammered into us for decades. Ikea has absorbed it, too, and come up with a novel solution in its Australian stores. It's launched a special in-store area called Mänland, a kind of daycare where husbands and boyfriends can hang out with their own kind (i.e., other Cro-Magnon morons) while their wives and girlfriends shop. Judging by the video below, this makes everyone happy—particularly the guys, who don't seem to mind the suggestion that they're essentially imbecilic toddlers who need to be dropped off and picked up like they're still in preschool. The area is even modeled off the actual Ikea toddler-care area—and women are given a buzzer to remind them to collect their significant other after 30 minutes of shopping. (Instead of arts and crafts, the guys play foosball and Xbox games, watch sports, and eat free hot dogs.) It's a nice little PR gambit, and it got lots of play in the Australian media—and would surely be a hit in the U.S. too. Because really, the men aren't needed until the assembly phase anyway. Via Work That Matters.


@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: September 20, 2011 https://dev.adweek.com/creativity/ikea-debuts-m-nland-daycare-men-while-women-shop-134978/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
{"taxonomy":"","sortby":"","label":"","shouldShow":""}