If beer commercials and popular movies are anything to go by, we know that most women love to shop and most men, well, don't. Ikea has come up with a fun (and cheeky) idea for female shoppers in the chain's Australian stores. It's a special in-store area called MÄNLAND – a daycare for blokes.
Think of it as a crèche where male partners can be deposited in a room full of Xbox games, televised sport, free hotdogs and pinball machines. The women get given a buzzer which goes off after 30 minutes, reminding them to collect their man when shopping time is over. Modeled off the Swedish furniture giant's existing child play area, MÄNLAND has had a mixture of responses… and has given Ikea a huge visibility boost all over the world.
The Green Room Verdict: Offensive or good-natured fun? A lot of the guys in the video don't seem to mind the 'special' treatment too much. The quirky PR promo got lots of hits in Australian media and may even catch on in other parts of the world – suddenly the designated 'boyfriend chair' (often seen in clothing stores) doesn't seem enough.
Wonder what the female version of this would be?
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