Ikea and Lego announce collaboration
‘Where adults often see mess, children see a stimulating creative environment, and Bygglek will help bridge the gap between these two views,’ Ikea representative states
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Your support makes all the difference.Ikea and Lego have announced a collaboration on a new storage range, with the aim of “infusing more fun into storage around the home” for children and adults.
The range, which is called Bygglek, is described by the retailers as a “playful storage solution”, offering consumers a collection of household products that are both practical and playful.
In a press release, the companies explain that when children are made to tidy up their possessions during playtime, this can “not only disrupt their play but also their creative expression and growth”.
With that in mind, the firms have come together to create the Bygglek range, which features storage boxes designed with Lego studs on the top and at the front.
Andreas Fredriksson, designer at Ikea of Sweden, stressed that the company believes strongly in “the power of play”.
“Play lets us explore, experiment, dream and discover,” Fredriksson said.
“Where adults often see mess, children see a stimulating creative environment, and Bygglek will help bridge the gap between these two views to ensure more creative play in homes around the world.”
Rasmus Buch Løgstrup, designer at the Lego Group, stated that the range is “more than boxes”.
“It is storage and play intertwined,” Løgstrup said. “Bygglek provides families with a product range that helps create space for more play in their everyday – fuelling creativity, making it possible to have more fun together.
“It’s a possibility to play, display the cool creations and return to it to replay, remake, recreate or start over.”
The Bygglek range features a set of three small boxes, two sets of bigger boxes and one set of Lego bricks.
The storage products can be used with existing Lego products, meaning that children and adults can tap into their imaginations to create innovative decorations for their homes.
The range will be available to purchase in Ikea stores and online from 1 October.
According to the Ikea Play Report, when the retailer asked children what they want, almost half said that they want more time to play with their parents, while 90 per cent of parents who took part in the survey stated their belief that play is essential to wellbeing and happiness.
Meanwhile, according to the 2020 Lego Play Well Study, eight in 10 parents stated that messy playtime can make children feel free and can help them to develop their creativity.
However, half of the surveyed parents feel compelled to tidy up their children’s mess when they are still playing.
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