Play is crucial for a person’s development when it comes to language, problem solving and social interaction (just to name a few examples). Play is also a tool for unleashing creativity and innovation, while at the same time having the perk of being a universal language. But… what is play, really? According to Fredrika Inger, Global Business Area Manager at Children’s IKEA, play is deeply personal. Play has to be spontaneous. Not serious, not obligated. We play to repair, connect, escape, explore, and express.