IKEA launches GREJSIMOJS, a collection of 33 pieces created to celebrate the joy and importance of play at any age, in every home.

Bucharest, December 8, 2025

At IKEA, play is an activity suitable for everyone, regardless of age. GREJSIMOJS is a collection that stimulates imagination and brings moments of joy and fun into everyday life. The results of the IKEA Play Report show how play can reduce stress, stimulate creativity and bring people closer together, while GREJSIMOJS, through shapes, textures and colors, becomes a true invitation to play. The colorful objects add personality to the home, and the pieces in the collection encourage interaction, integrating harmoniously into any space.

The MAMMUT chair, a classic children’s piece created by IKEA 30 years ago, now has a new design with the help of a fluffy cover in bright pink or blue. Cat-shaped storage boxes become functional design objects; a classic storage stool reveals its true personality only when opened, “biting” into the items inside or “showing its teeth”; and a reinvented bird-shaped rocker is both a decorative and playful object.

“GREJSIMOJS is a carefully designed collection that fits easily into the home environment, even after the children have gone to sleep,” says Anna Granath, Range Identity Leader at IKEA. “Our designers were given the freedom to play while creating this collection, in order to reflect both an adult’s and a child’s perspective. For an adult, the rug is an accessory, while for a child, through the power of imagination, it becomes a wild landscape ready to explore.”

IKEA designers were also inspired by their own childhood experiences. Some remembered the objects in the house they wanted to play with but weren’t allowed to touch, recreating them now for a home where nothing is off-limits. Others found inspiration in the functionality of objects, such as how a lit lamp might resemble the silhouette of a giraffe spreading a soft night light.

“For me, as a designer, the playful spirit is a lens through which everything becomes possible,” says Marta Krupińska, designer at IKEA of Sweden AB. “It is also contagious. Every time someone walked past my desk, the prototypes of the giraffe lamp received a pat on the head, and the cat storage pieces a gentle stroke. Regardless of age, there are certain objects that remind us imagination can be exercised even in the most unexpected moments.”

The freedom of play

GREJSIMOJS is not simply a collection that inspires play; the playful spirit is at the heart of the entire creative process. Although it began as an open invitation to think freely, which brought together more than 20 designers (12 of whom sign the final collection), GREJSIMOJS is grounded in solid research on play.

Data shows that today, children and adults spend less time playing together. This does not mean that play is less important or that people do not want to play. The IKEA Play Report shows that more than 54% of parents want to play more with their children but struggle with a lack of time, space and inspiration.

“Our Play Report showed us that both children and parents want more play and fun in their lives and homes. We also know that play brings us closer and is the most powerful way to learn in the long term. This is how GREJSIMOJS came to life,” says Maria Törn, Range Area Manager for IKEA Kids, IKEA of Sweden AB. “We know parents face many challenges today, and we want to encourage them so that play becomes a natural activity in any home.”

IKEA Playtypes is a framework designed to help people discover and understand different ways of playing, based on how children naturally learn and explore the world, a model that can also be applied to adults. Five distinct play styles have been identified Explore, Create, Imagine, Move and Compete each reflecting a unique way of interacting with the environment. Based on these principles, GREJSIMOJS helps create a space that naturally encourages play and includes pieces that invite you to touch, embrace and discover them every day at home.

The GREJSIMOJS collection will be available in IKEA stores worldwide, as well as online, including in Romania, starting February 2026.