IKEA has launched a pilot on Roblox’s Welcome to Bloxburg, letting players use virtual versions of select IKEA products while designing digital homes. Running in Sweden and Australia, the test explores customer engagement and how IKEA products translate into interactive digital spaces, with learnings set to inform future digital initiatives. (Image: Ingka Group)
IkeaJanuary 16, 2026
IKEA Launches Virtual Products on Roblox
On 15 January 2026, IKEA announced a new digital pilot that brings virtual versions of its products into Roblox. The experience is being tested inside Welcome to Bloxburg, a popular life-simulation title where players build, design, and furnish virtual homes.
With millions of monthly users worldwide, Roblox has become one of the most influential gaming platforms globally. IKEA’s pilot, currently running in Sweden and Australia, is designed as a small-scale test to explore how the brand’s home-furnishing products can be experienced in interactive digital environments—and how those experiences might translate to customer engagement in the real world.
According to IKEA, the initiative is intentionally learning-led rather than sales-driven. “This pilot is very much about learning and exploring,” said Parag Parekh, Chief Digital Officer at IKEA Retail within Ingka Group. “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.”
Image: Ingka Group.
What Players Can Experience
The pilot features a limited selection of well-known IKEA products chosen to test different use cases in a virtual setting. These include the STOCKHOLM sofa, the ELSYSTEM rug, and BLÅHAJ—the brand’s iconic plush shark. From 22 January to 5 February, players can unlock these items directly within Bloxburg, either through the in-game IKEA pop-up located in the Fancy Furniture Store or via the game’s product library.
To further connect the digital and physical worlds, visitors to IKEA stores in Sweden and Australia can also unlock additional virtual items by scanning QR codes hidden throughout participating locations. This allows IKEA teams to study how design, usability, and brand recognition translate across physical and virtual touchpoints.
Sara Vestberg, Home Furnishing Direction Leader at IKEA Retail, said the company is eager to see how players use the products creatively. She noted that the brand is watching with curiosity how home-furnishing ideas evolve when IKEA products become part of customers’ digital lives.
A Learning-First Digital Strategy
The Roblox pilot reflects IKEA’s broader approach of testing new ideas in controlled ways to better understand changing customer behaviors and expectations. Insights gathered from the Sweden and Australia trials will help inform future decisions about digital platforms, immersive environments, and potential long-term investments.
As part of this strategy, IKEA says it will continue to carefully assess digital spaces, placing emphasis on trust, safety, and relevance. While the Bloxburg experience is limited in duration and scope, it signals how the retailer is exploring the intersection of gaming, creativity, and home design—bringing IKEA’s vision of a “better everyday life” into the digital world.
Source: GLO
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