Cannes Lions 2018: Ikea’s latest AR app creates ingenious way to reuse packaging

#IKEAtoybox

#IKEAtoybox

Ikea has launched another augmented reality app, this time one that enables its flatpack packaging to become real-life toys for kids.

The #IKEAtoybox initiative sees AR used to determine what potential toys could be made from the amount of cardboard available, and then gives users the instructions on how to do so. The result is everything from rockets to castles, butterfly wings, sharks and beyond.

Announced at the Cannes Lions International Festival of Creativity this week, in partnership with Wunderman and Kantar Consulting, the project went from concept to delivery in just five weeks.

“It’s about creating endless amounts of imagination based on the actual size of the packaging you have,” said Daniel Bonner, global CCO at Wunderman.

The idea for it came off the back of over 15 years-worth of insights from Mumsnet. That data showed that one of the largest concerns from parents surrounds child development – second only to childbirth. Further research also highlighted that 50% of parents say they struggle to find the ideas to bring creative play into the home.

The app is still a prototype at this stage, but will be rolled out to consumers shortly. Ikea is also said to be looking at how to open up the project to a wider audience thereafter. Given its broader focus on sustainability and reducing waste as an organization, it’s considering how to open this AR app up so packaging from other retailers could also be utilized in the same way.

For more about Ikea’s sustainability mission, listen in to this episode of TheCurrent Innovators podcast with Joanna Yarrow, head of sustainable and healthy living at the brand.