You are correct. It has long been a secret in the advertising industry that adult players of "hide and seek" games are among the most profitable and sought after demographics for purchasing of interior home furnishings. [1]

The only problem has been how to narrowly target this highly sought after group of customers. Because they are notoriously difficult to locate.

I think OP means IKEA doesn't need any advertisement. Who isn't aware of IKEA? And every IKEA I've ever been in has been so packed that I don't think encouraging more people to shop there is their primary worry.

Until someone injures themselves climbing up a storage rack, or someone hides in a refrigerator and suffocates. The liability is massive.

Could just as well turn off real customers who head home when the store has turned into a playground.