IKEA launched MÄNLAND at its Homebush Bay Drive store in Australia over the weekend. The male creche was trialled for four days to give men a place to relax if they weren’t keen on walking round the store.
Their shopping partner could check them in for 30 minutes, receiving a buzzer to remind them to retrieve them when the time was up. Men could then enjoy themselves with the table football, arcade games, Xbox console, pinball machines, non-stop sports on TV, free hotdogs and non-alcoholic drinks available. Jude Leon, IKEA’s PR Manager, said:
It’s generally acknowledged that most men don’t enjoy shopping as much as women so we wanted to provide a place for the reluctant male to seek sanctuary from shopping stresses whilst allowing spouses to peruse IKEA at their leisure. We’ve listened to women jokingly ask for a male crèche as they’ve checked their children into our kids facility, SMALAND, so thought Father’s Day was a great opportunity to trial the grown up version in the form of MÄNLAND. Despite most men dreading a trip to the shops, we still attract a high proportion of male customers so we’re expecting the scheme to be a real success with both sexes.
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