IKEA, LEGO PAIR UP ON PLAYFUL LINE

Ikea shoppers, it’s time to

hit the bricks. The utilitarian furniture company announced at its annual Democratic Design Days that it’s partnering with Lego. The two Scandinavian juggernauts say their upcoming products will focus on the spirit of play — for both adults and kids.

“We have always believed play is important in life,” said Ikea’s CMO Peter Wright. Added head designer Marcus Engman: “We also think it’s important to embrace the future, And the people of the future are kids.” The details of the line are yet to be revealed.

At the event, Ikea also announced collaborations with other brands, including home sound system company Sonos; sports icon Adidas, pursuing the home exercise market; and Little Sun, which provides solar-powered lights to people without access to electricity.

Melissa Hank