Initially, IKEA was all on board for the cheap publicity, even hiring extra staff to supervise the viral event as over 500 players hid underneath SÖDERHAMNs, camouflaged themselves with off-brand stuffed toys, and crawled inside those massive blue bags that cut straight through your hand. However, the stunt immediately sparked dozens of copycats. Over the ensuing years, tens of thousands signed up to Facebook Groups hosting similar events in IKEAs across the world, with one group in the Netherlands reaching over 32,000 members.
The Swedish company had intended this to be a one-and-done kind of publicity stunt, as regularly hosting these games was deemed both too disruptive for regular customers and too dangerous. Because while its showrooms resemble every starter apartment/porn set you’ve ever seen, people tend to forget they’re wandering through an industrial warehouse filled with heavy machinery, unanchored wardrobes, and towering flatpacks that can prove fatal falling on soft skulled skulkers.
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