We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 13 Oct 2011

Ikea’s Manland, Sydney


Playing on the dread felt by many men at the prospect of a lengthy shopping trip with their female partners, Swedish home furnishings retailer Ikea is trialling a controversial adult (male) version of its children’s play area in its Sydney store.

Called ‘Småland’ (Manland in Swedish), the area is a tongue-in-cheek piece of design, which is typical of the brand’s playful approach to promotion. The special area – launched in September to coincide with Australian Father’s Day – is a cosy, testosterone-fuelled haven featuring sofas, hot dogs on tap, constant football playing on flat screen TVs, and computer consoles.

Manland is currently being promoted as a temporary addition to the store, although, as yet, no end date for the trial has been announced. For more on the psychology of shopping from a gender-centric perspective, see The Gender Divide, Online.