Retailers, let's face the challenges
of innovation together

Matthieu JOLLY
2 minutes


If your child is afraid of the dark and thinks that Monsters, Inc isn’t just cinema but is in the real world, then read on. Download the app developed by students from the New York School of Visual Arts. With this app, monsters will come to life and become your child’s friend

IKEA – Tittut from Woo Jae Yoon on Vimeo.


At one time or another, most children are afraid of the dark or of monsters under their bed or in their cupboard. To help your child overcome this fear, you can get him or her to draw a picture of the monster and then scrunch it up and throw it away. But in this digital day and age, another solution exists; thanks to the Tittut app developed by New York students.


Using image recognition, it detects the bedroom furniture made by the Swedish brand IKEA. Comfortably sitting on the bed with your child, he or she will be able to locate the monster’s lair. Then the child can bring it to life by drawing and naming it. As with The Monster Project, it becomes tangible, “real” and will gradually become your child’s friend. In fact, this gentle monster sings, dances and even reads stories, giving you a well-deserved night of peaceful sleep!


The Tittut app proves that consumers are ready to use technology throughout their lives, provided it offers relevant and useful solutions. It plays on the consumer driver of protection and safety at home to reassure parents and children. This mechanism is already used in the VR Vaccine operation by the Brazilian laboratory HERMES Pardini that uses virtual and augmented reality to distract the child during vaccinations.

However, you can also create links with consumers and their children by using other consumer drivers such as Experience. In late 2017, students from the Miami Ad School also worked for the Swedish brand by proposing the IKEA Space Ship. While adults assemble the furniture they’ve just bought, the child assembles a cardboard space ship from the packaging.


Whichever consumer driver used, the aim for the brand is clear: enter into the intimacy of the home by proposing a rich, all-encompassing and powerfully emotional experience which goes beyond the short-term transactional process. 

Matthieu JOLLY
Facing with the changes in retail, today's innovations help Matthew to think about tomorrow's relationship between the brand and the consumer.
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