IKEA is hiding something… and one million points are up for grabs

IKEA Singapore is turning a childhood favourite into a full-scale retail experience, inviting shoppers to compete in its first-ever hide and seek event at IKEA Alexandra.

Dubbed "IKEA Play date: Hide & seek", the event will see teams of two race through the store to locate eight hidden characters within 45 minutes. The winning duo will walk away with one million IKEA Family points.

Registrations are open from 14 to 31 May, with the competition taking place on 6 and 7 June from 10am to 10.45am.

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When MARKETING-INTERACTIVE reached out, Caroline Ng, country marketing manager, IKEA Singapore, said the campaign is inspired by the simple joy of hide and seek, a game that is familiar across generations. "As a brand rooted in life at home, IKEA has always looked for ways to make everyday living more playful, functional and meaningful, and this activation is an extension of that. The competition encourages guests to connect with friends and loved ones through play, while showing how playfulness can be built into the spaces we live in every day," said Ng. 

The activation transforms IKEA Alexandra into a real-life game board, challenging participants to rely on memory, speed and observation as they navigate the retailer’s showroom and market hall. Teams will score points based on how quickly they identify each hidden character, with the first team to spot a character earning 140 points, the second team 139 points, and so on. Submission timing will also be factored into the final tally. 

IKEA Alexandra was selected as the venue for the competition as its more compact in-store layout allows for a more seamless game experience and gives game masters better visibility and control in facilitating the activity, explained Ng.

To take part, participants must register in pairs, with at least one member enrolled in IKEA Family. The second participant must be at least eight years old. Children under 16 must be accompanied by a parent or legal guardian.

The event will run during regular store hours, with shoppers and competitors sharing the same space.

At the same time, the wider "IKEA Play date" campaign extends across all IKEA stores in Singapore in June, where visitors can take part in other elements of the campaign, including the in-store golden ball search party contest, weekend food-themed parties, "Kids eat free" weekdays and special restaurant offers throughout the month.

The hide and seek activation builds on IKEA’s longstanding approach to marketing, which often leans into humour, cultural moments and everyday relevance to connect with consumers. In Singapore, the retailer has become known for its timely and playful social content, regularly tapping trending conversations and current affairs to keep the brand top of mind.

Last month, IKEA Singapore teamed up with TSLA to launch the "ALLËNKI", transforming its iconic Allen key into a wearable piece of jewellery that doubled as a fully functional furniture tool for April Fools. 

Meanwhile, earlier in February, the retailer joined the viral "caricature trend" by reimagining its popular plush toys, Kramig the panda, Djungelskog the bear and Blåhaj the shark. as AI-generated caricatures. According to IKEA Singapore at the time, each trend it hops on is evaluated to ensure it aligns with the brand’s values and personality, with the goal of bringing a moment of levity to consumers. The hide and seek event extend that strategy into the physical world, transforming the store into an interactive experience designed to spark engagement and reward loyal customers. 

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