Swedish furniture store chain Ikea says children prefer traditional toys to technological ones.
OnePoll surveyed 2,000 parents and children, on behalf of Ikea, and says that 44 per cent of eight year olds prefer to play with arts and crafts products rather than computer games.
Over a quarter (27 per cent) of seven to ten year olds said arts and crafts is their favourite pastime.
But contrary to what the children said, just one in ten parents say arts and crafts is their top choice.
The survey also found that 79 per cent of parents believe creative play is important for their child's development.
A third (34 per cent) of parents say they only allow their children to play messy activities such as painting or baking twice a month or less.
The research was released to coincide with the launch of the Ikea Soft Toy campaign, which supports the UNICEF and Save the Children charities.
Ikea is hosting a ‘Children’s Take-over day’ at Ikea Wembley on Sunday, November 11th, where parents can bring their children along for a day of 'fun and imagination'.
Carol McSeveney, UK and Ireland Children’s Ikea Manager, said: "We believe children are the most important people in the world, which is why we support UNICEF and Save the Children with our yearly Soft Toy campaign."
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