Ikea launches in-store play area

CONSHOHOCKEN, Pa. Ikea has introduced Smaland, a Swedish farmhouse that provides a free supervised play are for children, giving parents a chance to shop without worrying about their little ones.

The Smaland Swedish farmhouse, located in all Ikea stores, features fake rocks to climb and a wooden shoe to crawl into. Children also can read books, play in the ball pit, watch videos or participate in organized play activities.

Smaland is geared toward children aged three to ten, with height requirements that vary by store.

Smaland is just one of several features found in Ikea to make shopping there a full-day experience. A restaurant, free strollers and changing tables are available to encourage families to stay longer.