24 Hour Fort Challenge

2016Social media challenge / prank videodeclining

Also known as: 24 Hour Overnight Challenge · Sleep In A Supermarket Challenge · Stay In IKEA Overnight Challenge

24 Hour Fort Challenge is a 2016 YouTube dare where participants sneak into IKEA and other retailers before closing, build makeshift forts from merchandise, and hide overnight.

The 24 Hour Fort Challenge is an internet dare where participants sneak into a large retail store before closing, build makeshift forts from merchandise, and attempt to stay hidden overnight. The trend kicked off in August 2016 on YouTube and quickly became associated with IKEA locations worldwide, drawing police warnings and corporate statements after multiple incidents involving minors.

challenge memesdangerous challenge memesparticipatory video memes2016 memesmoral panic memes

Overview

The 24 Hour Fort Challenge is a social media dare built around a simple premise: enter a big-box store during business hours, hide until closing, and survive the night without getting caught. Participants typically construct forts or hiding spots from store products like toilet paper, boxes, or soft furnishings. The whole thing gets filmed and uploaded to YouTube for views and bragging rights2.

IKEA became the go-to target thanks to its maze-like floor plans, showroom beds, dark corners, and general warehouse-scale chaos2. But the challenge also hit Walmart, Toys R Us, and Costco locations across multiple countries5.

The earliest known version of the challenge came from YouTube channel MoreJStu. On August 11, 2016, they uploaded a video called "24 HOUR TOILET PAPER FORT!" showing the group hiding inside forts built from Walmart products overnight. The video pulled in over 21 million views within eighteen months6.

Two days later, on August 13, YouTuber YoBoy PIZZA posted his own take, also hiding in a Walmart for 24 hours. That clip hit 2.1 million views in the same timeframe6.

The IKEA-specific variant took off on August 24, 2016, when Belgian YouTubers Bakuna Fatata uploaded "TWO IDIOTS AT NIGHT IN IKEA," documenting their overnight stay without staff knowledge1. The pair stocked up on energy drinks, tested various beds, and rated the store's furniture for comfort5. Their video racked up over 2.6 million views and established that actually building a fort wasn't required to participate. You just had to survive the night6.

Origin & Background

Platform
YouTube
Key People
MoreJStu, Bakuna Fatata
Date
2016

The earliest known version of the challenge came from YouTube channel MoreJStu. On August 11, 2016, they uploaded a video called "24 HOUR TOILET PAPER FORT!" showing the group hiding inside forts built from Walmart products overnight. The video pulled in over 21 million views within eighteen months.

Two days later, on August 13, YouTuber YoBoy PIZZA posted his own take, also hiding in a Walmart for 24 hours. That clip hit 2.1 million views in the same timeframe.

The IKEA-specific variant took off on August 24, 2016, when Belgian YouTubers Bakuna Fatata uploaded "TWO IDIOTS AT NIGHT IN IKEA," documenting their overnight stay without staff knowledge. The pair stocked up on energy drinks, tested various beds, and rated the store's furniture for comfort. Their video racked up over 2.6 million views and established that actually building a fort wasn't required to participate. You just had to survive the night.

How It Spread

After Bakuna Fatata's IKEA video, copycat attempts popped up across the globe. IKEA reported incidents in Australia, the United States, Canada, Britain, Belgium, the Netherlands, Sweden, Japan, and Poland.

In the UK, the challenge expanded to other big retailers. London-based YouTube trio Meet The Vloggers, made up of siblings Laila Swann, Yasmin Swann, and Kel Swann, filmed their overnight stint inside a Toys R Us. The video hit 3.5 million views. Kel spent the night crammed on a shelf using doll boxes as cover, and his review was blunt: "This is the stupidest thing I've ever done. I need to go to the toilet so bad and I'm hungry". By 2:04 AM he was deeply regretting his choices, and by morning told viewers, "Guys please nobody try this at home. I do not recommend anybody to try this".

In Sweden, two 14-year-old girls were discovered after spending the night in an IKEA in Jönköping. The company chose not to press charges because of their age but did speak with their parents. An IKEA spokesperson told the BBC: "We appreciate that people are interested in IKEA and want to create fun experiences, however the safety and security of our co-workers and customers is our highest priority and that's why we do not allow sleepovers in our stores".

British YouTuber Kill'em kept the trend alive in late 2017, spending the night in an IKEA and calling it "absolutely incredible" in a sixteen-minute video that crossed 3 million views.

The biggest media spike came in February 2018. On February 6, 11-year-old Kaden Mirza from Sheffield, UK, was reported missing after not returning home from school. He turned up the following day, having spent the night inside the local IKEA as part of the challenge. His father, Abid Mirza, posted a warning on Facebook saying his son had been doing the "stay in Ikea overnight and not get caught challenge".

South Yorkshire Police issued a formal warning, with detective inspector Anna Sedgwick spelling out the dangers: "Warehouses and shopping departments contain large quantities of heavy stock and items that could easily fall and crush someone if they are moved incorrectly, or used to build makeshift forts. There is also the potential risk of electrical faults and fires, which could have devastating consequences". She also pointed out that missing persons reports triggered by the challenge wasted police resources that "may be needed to respond to a life or death situation".

The incident got wide press coverage from Mashable, The Guardian, The AV Club, and other outlets, all drawing comparisons to other dangerous internet crazes like the Tide Pod Challenge and the Cinnamon Challenge.

How to Use This Meme

The 24 Hour Fort Challenge follows a loose formula:

1

Pick a target store — IKEA is the classic choice, but Walmart, Costco, and Toys R Us were all popular. Large stores with many hiding spots work best.

2

Enter during business hours and find a concealed spot before closing time.

3

Build a fort or hide — Some participants construct elaborate forts from store products (toilet paper, boxes, cushions). Others just tuck themselves into wardrobes, shelves, or display beds.

4

Film everything — The point is to document the overnight adventure for social media.

5

Survive until morning — Try not to get caught by security. Sneak out when the store reopens.

Cultural Impact

The challenge drew serious institutional responses. Police departments in the UK worked with schools and community groups to raise awareness about the dangers. IKEA was forced to publicly ask people to stop sleeping in their stores, issuing statements across multiple countries.

The trend landed in the same news cycle as other dangerous internet challenges of the era. The Guardian grouped it alongside the Cinnamon Challenge, Tide Pod Challenge, and illegal building-climbing stunts as examples of social media dares that put young people at risk. Wikipedia's "List of Internet challenges" classifies it under the "Crime" category, noting it "has led to arrests from law enforcement after employees discovered the trespassers".

Media coverage consistently framed the challenge as a parenting concern. The AV Club's headline captured the tone perfectly: "Children: Please do not run away from home and sleep inside of IKEA". The Guardian offered parents practical advice: check your child's social media for 24-Hour Challenge tips, review their browsing history, and look at Twitter, Instagram, and Facebook if they go missing.

Fun Facts

Kel Swann of Meet The Vloggers spent his Toys R Us night hidden on a shelf behind boxes of dolls, emerging at 8:55 AM when the store lights came on. His sister Yasmin survived the night inside a wardrobe.

The Bakuna Fatata video that popularized the IKEA version was literally titled "TWO IDIOTS AT NIGHT IN IKEA," which turned out to be a pretty accurate self-assessment.

The New Daily reported that the Belgian originators tested beds and rated IKEA furniture for comfort during their overnight stay, essentially turning trespassing into a consumer review.

IKEA's Canadian spokesperson warned that any fun from the challenge would be "offset by getting into trouble with the law".

Derivatives & Variations

24 Hour Toilet Paper Fort

— The original MoreJStu variant, specifically focused on building elaborate forts from toilet paper rolls inside Walmart[6].

IKEA Sleepover

— The Bakuna Fatata-originated variant that dropped the fort-building requirement and focused purely on the overnight stay in IKEA[6].

Toys R Us Fort Challenge

— Meet The Vloggers' variation targeting Toys R Us locations, using toy boxes and store displays for concealment[4].

Costco Overnight

— UK-based participants extended the challenge to Costco warehouse locations[2].

Frequently Asked Questions

24 Hour Fort Challenge

2016Social media challenge / prank videodeclining

Also known as: 24 Hour Overnight Challenge · Sleep In A Supermarket Challenge · Stay In IKEA Overnight Challenge

24 Hour Fort Challenge is a 2016 YouTube dare where participants sneak into IKEA and other retailers before closing, build makeshift forts from merchandise, and hide overnight.

The 24 Hour Fort Challenge is an internet dare where participants sneak into a large retail store before closing, build makeshift forts from merchandise, and attempt to stay hidden overnight. The trend kicked off in August 2016 on YouTube and quickly became associated with IKEA locations worldwide, drawing police warnings and corporate statements after multiple incidents involving minors.

challenge memes dangerous challenge memes participatory video memes 2016 memes moral panic memes

Overview

The 24 Hour Fort Challenge is a social media dare built around a simple premise: enter a big-box store during business hours, hide until closing, and survive the night without getting caught. Participants typically construct forts or hiding spots from store products like toilet paper, boxes, or soft furnishings. The whole thing gets filmed and uploaded to YouTube for views and bragging rights.

IKEA became the go-to target thanks to its maze-like floor plans, showroom beds, dark corners, and general warehouse-scale chaos. But the challenge also hit Walmart, Toys R Us, and Costco locations across multiple countries.

The earliest known version of the challenge came from YouTube channel MoreJStu. On August 11, 2016, they uploaded a video called "24 HOUR TOILET PAPER FORT!" showing the group hiding inside forts built from Walmart products overnight. The video pulled in over 21 million views within eighteen months.

Two days later, on August 13, YouTuber YoBoy PIZZA posted his own take, also hiding in a Walmart for 24 hours. That clip hit 2.1 million views in the same timeframe.

The IKEA-specific variant took off on August 24, 2016, when Belgian YouTubers Bakuna Fatata uploaded "TWO IDIOTS AT NIGHT IN IKEA," documenting their overnight stay without staff knowledge. The pair stocked up on energy drinks, tested various beds, and rated the store's furniture for comfort. Their video racked up over 2.6 million views and established that actually building a fort wasn't required to participate. You just had to survive the night.

Origin & Background

Platform
YouTube
Key People
MoreJStu, Bakuna Fatata
Date
2016

The earliest known version of the challenge came from YouTube channel MoreJStu. On August 11, 2016, they uploaded a video called "24 HOUR TOILET PAPER FORT!" showing the group hiding inside forts built from Walmart products overnight. The video pulled in over 21 million views within eighteen months.

Two days later, on August 13, YouTuber YoBoy PIZZA posted his own take, also hiding in a Walmart for 24 hours. That clip hit 2.1 million views in the same timeframe.

The IKEA-specific variant took off on August 24, 2016, when Belgian YouTubers Bakuna Fatata uploaded "TWO IDIOTS AT NIGHT IN IKEA," documenting their overnight stay without staff knowledge. The pair stocked up on energy drinks, tested various beds, and rated the store's furniture for comfort. Their video racked up over 2.6 million views and established that actually building a fort wasn't required to participate. You just had to survive the night.

How It Spread

After Bakuna Fatata's IKEA video, copycat attempts popped up across the globe. IKEA reported incidents in Australia, the United States, Canada, Britain, Belgium, the Netherlands, Sweden, Japan, and Poland.

In the UK, the challenge expanded to other big retailers. London-based YouTube trio Meet The Vloggers, made up of siblings Laila Swann, Yasmin Swann, and Kel Swann, filmed their overnight stint inside a Toys R Us. The video hit 3.5 million views. Kel spent the night crammed on a shelf using doll boxes as cover, and his review was blunt: "This is the stupidest thing I've ever done. I need to go to the toilet so bad and I'm hungry". By 2:04 AM he was deeply regretting his choices, and by morning told viewers, "Guys please nobody try this at home. I do not recommend anybody to try this".

In Sweden, two 14-year-old girls were discovered after spending the night in an IKEA in Jönköping. The company chose not to press charges because of their age but did speak with their parents. An IKEA spokesperson told the BBC: "We appreciate that people are interested in IKEA and want to create fun experiences, however the safety and security of our co-workers and customers is our highest priority and that's why we do not allow sleepovers in our stores".

British YouTuber Kill'em kept the trend alive in late 2017, spending the night in an IKEA and calling it "absolutely incredible" in a sixteen-minute video that crossed 3 million views.

The biggest media spike came in February 2018. On February 6, 11-year-old Kaden Mirza from Sheffield, UK, was reported missing after not returning home from school. He turned up the following day, having spent the night inside the local IKEA as part of the challenge. His father, Abid Mirza, posted a warning on Facebook saying his son had been doing the "stay in Ikea overnight and not get caught challenge".

South Yorkshire Police issued a formal warning, with detective inspector Anna Sedgwick spelling out the dangers: "Warehouses and shopping departments contain large quantities of heavy stock and items that could easily fall and crush someone if they are moved incorrectly, or used to build makeshift forts. There is also the potential risk of electrical faults and fires, which could have devastating consequences". She also pointed out that missing persons reports triggered by the challenge wasted police resources that "may be needed to respond to a life or death situation".

The incident got wide press coverage from Mashable, The Guardian, The AV Club, and other outlets, all drawing comparisons to other dangerous internet crazes like the Tide Pod Challenge and the Cinnamon Challenge.

How to Use This Meme

The 24 Hour Fort Challenge follows a loose formula:

1

Pick a target store — IKEA is the classic choice, but Walmart, Costco, and Toys R Us were all popular. Large stores with many hiding spots work best.

2

Enter during business hours and find a concealed spot before closing time.

3

Build a fort or hide — Some participants construct elaborate forts from store products (toilet paper, boxes, cushions). Others just tuck themselves into wardrobes, shelves, or display beds.

4

Film everything — The point is to document the overnight adventure for social media.

5

Survive until morning — Try not to get caught by security. Sneak out when the store reopens.

Cultural Impact

The challenge drew serious institutional responses. Police departments in the UK worked with schools and community groups to raise awareness about the dangers. IKEA was forced to publicly ask people to stop sleeping in their stores, issuing statements across multiple countries.

The trend landed in the same news cycle as other dangerous internet challenges of the era. The Guardian grouped it alongside the Cinnamon Challenge, Tide Pod Challenge, and illegal building-climbing stunts as examples of social media dares that put young people at risk. Wikipedia's "List of Internet challenges" classifies it under the "Crime" category, noting it "has led to arrests from law enforcement after employees discovered the trespassers".

Media coverage consistently framed the challenge as a parenting concern. The AV Club's headline captured the tone perfectly: "Children: Please do not run away from home and sleep inside of IKEA". The Guardian offered parents practical advice: check your child's social media for 24-Hour Challenge tips, review their browsing history, and look at Twitter, Instagram, and Facebook if they go missing.

Fun Facts

Kel Swann of Meet The Vloggers spent his Toys R Us night hidden on a shelf behind boxes of dolls, emerging at 8:55 AM when the store lights came on. His sister Yasmin survived the night inside a wardrobe.

The Bakuna Fatata video that popularized the IKEA version was literally titled "TWO IDIOTS AT NIGHT IN IKEA," which turned out to be a pretty accurate self-assessment.

The New Daily reported that the Belgian originators tested beds and rated IKEA furniture for comfort during their overnight stay, essentially turning trespassing into a consumer review.

IKEA's Canadian spokesperson warned that any fun from the challenge would be "offset by getting into trouble with the law".

Derivatives & Variations

24 Hour Toilet Paper Fort

— The original MoreJStu variant, specifically focused on building elaborate forts from toilet paper rolls inside Walmart[6].

IKEA Sleepover

— The Bakuna Fatata-originated variant that dropped the fort-building requirement and focused purely on the overnight stay in IKEA[6].

Toys R Us Fort Challenge

— Meet The Vloggers' variation targeting Toys R Us locations, using toy boxes and store displays for concealment[4].

Costco Overnight

— UK-based participants extended the challenge to Costco warehouse locations[2].

Frequently Asked Questions