IKEA introduces Mänland to score more business
Ever try to shop for household accessories with a disinterested boyfriend or husband?
A Sydney IKEA store recently introduced a novel concept to address their misery: Mänland.
Mänland is the grown-up version of the brilliant Småland Play Area. Instead of dropping off your little ones, you leave your other half in a man-friendly play space, complete with arcade machines, a foosball table, Xbox consoles and free hot dogs.
A four-day trial of the male-only play zone was launched over Australia’s Father’s Day weekend.
"Despite most men dreading a trip to the shops, we still attract a high proportion of male customers,” publicity manager Jude Leon said. “So we’re expecting the scheme to be a real success with both sexes.”
Mänland isn’t supervised, but does request that women return within a half hour to collect their men. Afraid you’ll get caught up in the deals and forget about your man? A complimentary buzzer will remind you to pick him up.
Reaction online has been mixed. Some critics accuse Mänland of reinforcing patriarchal stereotypes, setting back gender equality.
Other critics address the more practical loophole: Who can successfully navigate IKEA in under 30 minutes?
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