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IKEA has launched a pilot program on the Roblox gaming platform, introducing a selection of its products into the digital world of Welcome to Bloxburg, a popular life-simulation game where players design and build virtual homes.
Running from 22 January to 5 February, the pilot spans two markets – Australia and Sweden – and features six recognisable IKEA products that players can unlock and use to furnish their in-game spaces.
Virtual Sofas, Sharks And Rugs
The featured items include the STOCKHOLM sofa, ELSYSTEM rug and the widely recognisable BLÅHAJ soft toy shark. These can be accessed via a virtual IKEA pop-up inside the Fancy Furniture Store within Bloxburg, or directly from the in-game product library.
Sara Vestberg, Home Furnishing Direction Leader at IKEA Retail (Ingka Group), said the company is eager to see how its products are interpreted in digital form.
“We’re delighted to bring some of our most loved IKEA products into this digital space,” she said.
“With curiosity, we’re looking forward to seeing the home furnishing ideas people create, and how our products feel at home in their digital lives.”
QR Hunt In Sydney Stores
The pilot extends into the physical world, with Australian players invited to participate in a store-based treasure hunt.
By visiting IKEA locations in Marsden Park, Tempe or Rhodes, Sydney players can scan QR codes hidden throughout the store to unlock four additional exclusive in-game items.
The QR hunt runs concurrently with the pilot, offering a blended experience between physical retail and digital engagement.
In-Store Events On 31 January
A one-day promotional event is scheduled for 31 January across all three Sydney IKEA stores. Shoppers will have access to a spinning wheel game with various prizes, as well as the opportunity to win physical IKEA products through a competition available to IKEA Family members.
A 15 per cent discount on the IKEA BRÄNNBOLL gaming furniture and accessories line will also be available in-store on the day, further tying the pilot to IKEA’s broader home gaming product range.
Digital Experiment With Customer Engagement
IKEA has framed the pilot as a learning opportunity, using the small-scale test to gauge customer response and digital product performance.
“This pilot is very much about learning and exploring,” said Parag Parekh, Chief Digital Officer at IKEA Retail.
“We’re using it to better understand how digital environments can enrich the IKEA experience, while continuing to stay true to our values and what customers expect from us.”
IKEA said it regularly runs limited tests to understand shifts in customer behaviour. The company will monitor engagement metrics, such as design translation, usability and interaction, throughout the pilot.
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Insights from the Sweden and Australia trials are expected to inform future digital initiatives.
Trust And Safety In Focus
As part of its broader digital strategy, IKEA said it will continue to evaluate emerging platforms with a focus on trust, safety and customer relevance.
The pilot forms part of the company’s exploration into new retail and engagement channels as customer touchpoints shift further into interactive and virtual spaces.
More Information
Details about the pilot and how to participate are available on the IKEA Australia website:
www.ikea.com/au/en/campaigns/ikea-in-bloxburg-pub79129710
Players can begin unlocking items in Welcome to Bloxburg starting 22 January. The campaign concludes 5 February.
Last Updated on January 15, 2026 by Nick Ross
