IKEA of Sweden AB and the LEGO Group set out to remove barriers to play in daily life, whilst creating practical yet playful experience that children and adults could enjoy together
Consisting of a series of storage boxes with LEGO studs and a special LEGO brick set, the new BYGGLEK collection aims to encourage play and infuse more fun into storage around the home. The BYGGLEK collection will start to be available in existing IKEA retail channels throughout Europe (except Russia) and North America from 1 October. The global roll-out will happen in 2020.
With a strong belief that play makes both the home and the world a better place, IKEA of Sweden AB and the LEGO Group set out to remove barriers to play in daily life, whilst creating a practical yet playful experience that children and adults could enjoy together.
Play is the most intuitive and powerful way for children to learn and grow. However, children and adults sometimes have different views when it comes to playing and creativity at home. Where adults often have a need to create structure and organise, children see a stimulating and creative environment in which they naturally want to play, pause and then replay.
In tidying up and reorganising children’s creative space during playtime, we not only disrupt their play but also their creative expression and growth. Therefore, the companies wanted to create a storage solution that offers a fun playful experience. As the BYGGLEK boxes are equipped with LEGO studs on the top and the front, kids can integrate the storage boxes as part of their LEGO builds. They can store their stories inside them, and proudly display their creations on top of them.
“At IKEA, we always believe in the power of play. Play lets us explore, experiment, dream and discover.” said Andreas Fredriksson, designer at IKEA of Sweden, “Where adults often see the 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. Plus, the BYGGLEK collection matches perfectly with other IKEA products, making it possible to have your children’s creativity becoming a nice and unique piece of decoration at home.”
Speaking about the creative solution Rasmus Buch Løgstrup, designer at the LEGO Group said “BYGGLEK is more than boxes. It is storage and plays intertwined. BYGGLEK provides families with a product range that helps create space for more play in there every day – 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. BYGGLEK is all about endless possibilities, just like the LEGO System in Play.”
The BYGGLEK range consists of 4 different products – one set of 3 small boxes, and two sets of bigger boxes and one set of LEGO bricks to kick-start the playful experience. BYGGLEK can be used with any existing and future LEGO elements, as the studs used on the lid and front are part of the LEGO system in play.
The LEGO System in play enables children to build and rebuild their own stories and through this process develop essential 21st-century skills – with BYGGLEK we hope to extend the LEGO play experience in providing fun creative storage solutions that are just as playable as they are functional.
IKEA and the Lego Group are multi-time winners of the World Branding Awards.