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Research from IKEA shows children are favouring traditional toys over tech when it comes to play time

44% of eight year olds prefer arts and crafts to computer games

79% of parents believe creative play is important to their child’s development

IKEA hosts a children’s take-over day to encourage the popularity of creative play

Traditional toys could appear higher on the Christmas list this year, as research* from IKEA reveals 44% of eight-year-olds prefer to play like their parents did, picking creative arts and crafts over computer games.

The research, released to coincide with the launch of the IKEA Soft Toy campaign which supports UNICEF and Save the Children, showed that creative play activities, such as painting, baking or drawing, are more popular than watching cartoons or playing computer games, with over a quarter (27%) of 7-10 year-olds picking arts and crafts** as their favourite pastime.
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