A press release has announced an unspecified collaboration between the LEGO Group and furniture giant IKEA.
Building LEGO sets is often considered good training for following IKEA’s pictorial flatpack instructions. Now, the two companies are teaming up, but have not explained to what end. Perhaps IKEA are going to release LEGO branded furniture. Perhaps not. In a press release, the two global brands announced that they will “join forces to encourage more play”.
“It started with an invitation from the LEGO Group “Do you want to play?”. Of course we said yes to this and together we now want to enable more play by triggering play in the functionality of the everyday life,” Fredrika Inger, Business Area Manager for Children’s IKEA, explained. “At IKEA we first and foremost want to resolve this built in or maybe just perceived conflict that play is messy in a creative, humanistic and playful way. Because we believe more play makes the home and the world a better place.”
IKEA commissioned a report that surveyed children, revealing that 47% want more time to play with their parent. Adults were also surveyed, and 90% said that play is essential to wellbeing and happiness. As a result of this, the press release says that “The collaboration aims to increase the opportunity for playing more.”
“In our collaboration with IKEA we therefore wish to deal with the challenge that some parents might have with the – wonderful – mess that play creates”, said Lena Dixen, Senior Vice President, Product Development at the LEGO Group.
The press release closes by confirming that “In the next couple of years the first outcome of the collaboration will reach customers in IKEA stores.” It could be a product, it could be an in-store experience – but for the time being, the two companies seem to be satisfied with some positive brand association.