Lego-Ikea agreement: 'we will bring the game into everyday life'

Ikea and Lego shake hands and create a new alliance in the name of play and fun for children

Don't store avocado like this: it's dangerous

Ikea and Lego shake hands and create a new alliance in the name of play and fun for children.

Not many details have been disclosed yet. What is certain is that the collaboration between the brick giant and the Swedish company will be born next year.

Ikea tells that it all started with an invitation from the LEGO group: "Do you want to play?" to which the company immediately replied "Yes".

Bringing the game into everyday life. These are the words of Ikea regarding the agreement:

“At IKEA we want first of all to resolve this built-in or perhaps just perceived conflict… because we believe that more games make the home and the world a better place”, he said Fredrika Inger, Business Area Manager for Children's IKEA.

“We know that play is an important part of life and we believe in the power of play, which allows us to be creative, explore, experiment, dream and discover. IKEA and the LEGO group join forces to encourage more play ”.

In the IKEA Play Report, the Swedish company asked the children what they wanted and 47% of them said they wanted more play time with their parents. At the same time, 90% of parents believe that play is essential for well-being and happiness. According to another play study conducted by the LEGO Group, 95% of parents replied that play is critical to their child's development and that playing with LEGO bricks helps children be creative.

Lego-Ikea agreement: 'we will bring the game into everyday life'

How will the collaboration translate into reality?

Will there be an Ikea collection of Lego? Cube-shaped furniture characterized by primary colors? Special tables in which to insert the bricks directly?

The only information we have at the moment is a very essential Instagram teaser, so so far there are only unanswered questions.

Time to release your inner child! We are joining forces with LEGO to encourage more play and creativity in our homes. Follow the journey piece by piece and read more on www.IKEA.today #IKEAtoday

A post shared by IKEA Today (@ikeatoday) on Jun 7, 2018 at 7:51 am PDT

After all, the two have a lot in common: simplicity in lines, self-assembly, push towards creativity. Soon we will know more, until then Lego lovers will only be able to fantasize.

READ also: