IVI World's 3D play rugs cover wide play ground

IVI's “Mini City” 3D carpet at NY NOW

They’re “more than a carpet,” according to manufacturer IVI World, and as evidenced last month at its NY NOW exhibition booth, it’s interactive 3D play rugs are indeed that.

Designed in 2004 in Turkey by an architect mother of two youngsters who was concerned by the amount of time spent either in front of a computer or television--as well as the weakening appeal of traditional toys opposite digital gaming platforms--she conceived the hypo-allergenic/anti-static/stain-resistant play rugs as a means stimulating children’s imagination.

Only recently marketed in the U.S., the IVI World rugs come in various sizes and themes including Playhouse, Mini City, Farm and Traffic. They’re then employed as settings for play with anything from toy vehicles to buildings, dolls and other figures, foliage and stuffed animals in encouraging family play interaction.

The toys aren’t included, but as an IVI World handout states, “no batteries [are] required,” either.