Livat Hammersmith is bringing the adventurous world of Pippi Longstocking to London this summer, inviting families to embrace the joy of play with a free, immersive experience running from 14th – 25th of August.
The activity comes as new research from Ingka Centres’ Life in Communities Report reveals the UK is playing less than ever. More than half (56%) of UK adults cite money as the biggest barrier to play – the highest of any country surveyed and well ahead of the 40% global average – while 69% believe people in the UK are playing less than they were a decade ago. Screens are compounding the problem, with 78% of UK adults agreeing that traditional play has been replaced by screen time, and just 15% saying they mainly play out of home.
Few characters embody the spirit of play quite like Pippi Longstocking. Created by Swedish author Astrid Lindgren, Pippi lives a life of total freedom in Villa Villekulla, her ramshackle home where imagination takes centre stage, rules are made to be questioned, and no one is ever too big – or too “biggle” – to play. Now, Pippi’s Swedish roots are coming to life at Livat Hammersmith, bringing a much-loved piece of Scandinavian storytelling to West London. Her spirit of curiosity, independence, creativity and togetherness will be at the heart of the experience, inviting families to step into her world and rediscover the joy of play together this summer.
It’s this widening “play gap” that Livat Hammersmith is on a mission to close – transforming its Atrium into Pippi’s iconic Villa Villekulla. From 14th–25th August, families can step into Pippi’s world through a packed programme of free, hands-on activities designed to spark imagination, creativity and fearless fun, while encouraging children and adults to put down their screens and play together.
From 14th – 25th of August, families can take part in the below activities in the Villa Villekulla:
Strike a pose at the Lift Pippi’s Horse Selfie Spot: Pippi Longstocking is the strongest girl in the world. To prove it, she lifts her horse straight up in the air. Step under the horse and strike your strongest pose.
Put their aim to the test with Pancake Darts: When Pippi makes pancakes, they don’t always land on the plate. Flipping them high in the air is half the fun. Toss magnet-filled pancakes at the magnetic wall and see how many you can make stick.
Gallop through a Hobby Horse Tournament obstacle course: Pippi often rides around on her horse, always ready for a new adventure. Grab a hobby horse and gallop into action. It’s time to ride, jump and compete in this playful hobby horse obstacle course.
Find Your Pippi Style: On 15th of August, take part in Find Your Pippi Style – Pippi Longstocking mixes colours, patterns and styles, without worrying about what matches or what anyone else thinks. Play with colourful clothing, makeup and nails. Try something new, mix it up and express yourself freely. There are no rules, if it feels right, it is right. Book your FREE space here*.
And for further fun, Livat Hammersmith will be hosting digital games. Scan the QR code in the Villa Villekulla and sign up to the Livat newsletter for your chance to win one of 39 gift cards.
Guess the Gold Coins Competition: Pippi is famous for her suitcase full of gold coins. Can you guess how many are inside? Scan the QR code to enter and tell us what you’d do with all the gold coins. The closest guesses will be entered into a prize draw, with 13 winners randomly selected to receive a gift card from IKEA, Lidl, Primark, H&M, Sainsbury’s or Clarks.*
Pippi Strength Test: Scan the QR code in Pippi’s Villa Villekulla at Livat and tap as fast as you can to test your speed and strength. The fastest players will be entered into a prize draw, with 13 winners randomly selected to receive one of the following gift cards from IKEA, Lidl, Primark, H&M, Sainsbury’s or Clarks.*
Treasure Hunt: Find 5 stickers around Livat, scan each QR code, and complete your entry for a chance to win. 13 winners will be randomly selected to win one of the gift cards from IKEA, Lidl, Primark, H&M, Sainsbury’s or Clarks.*
Memo Hussein, Meeting Place Manager for Livat Hammersmith said: “At Livat Hammersmith, we’re passionate about creating moments that bring people together, and the summer holidays are the perfect opportunity to celebrate the power of play. With our research showing that 69% of UK adults believe we’re playing less than we were a decade ago, we wanted to create a space where families can put down their screens, get involved and simply have fun together.
“Pippi Longstocking has inspired generations to be brave, creative and unapologetically themselves – values that run deep in her Swedish roots and in ours. As part of the Ingka Centres family, we’re proud to bring a piece of Scandinavian storytelling to Hammersmith and invite families to step into her world, make lasting memories together and discover everything Livat Hammersmith has to offer.”
