IKEA is doubling down on the power of play with the launch of GREJSIMOJS, a new 33-piece collection designed to bring fun and inventiveness into homes of all kinds. The collection arrives as research from IKEA’s first annual Play Report highlights a growing need to prioritize playful experiences – over half of parents surveyed express a desire to play more with thier children, but often lack the time and resources. Set to debut in stores globally starting February 2026, GREJSIMOJS aims to address this, offering a range of colorful and interactive pieces for every age.
IKEA launches GREJSIMOJS, a collection for children
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IKEA is launching GREJSIMOJS, a 33-piece collection designed to celebrate the joy and importance of play at any age, in every home.
At IKEA, play is considered an activity suitable for people of all ages. GREJSIMOJS is a collection that stimulates imagination and brings moments of joy and fun into everyday life. Findings from the IKEA Play Report show how play can reduce stress, stimulate creativity, and bring people closer together, and GREJSIMOJS, through its shapes, textures, and colors, becomes a true invitation to play. The colorful objects add a personal touch to the home, while the pieces in the collection encourage interaction, seamlessly integrating into any space in the house.
The MAMMUT chair, a classic IKEA children’s piece created 30 years ago, now features a new design with a fluffy cover in bright pink or blue. Storage boxes shaped like cats become functional design objects; a classic storage stool reveals its true personality only when opened, “biting” at the items inside or “showing its teeth”; and a reinvented rocking horse in the shape of a bird is both a decorative and playful object.
“GREJSIMOJS is a carefully designed collection that easily integrates into the ambiance of any home, even after the children have fallen asleep. Our designers were given the freedom to play when creating this collection, precisely to capture both the perspective of an adult and that of a child. For example, for an adult, a rug is an accessory, while for a child, through the power of imagination, it becomes a wild landscape ready for exploration.”
Anna Granath, Range Identity Leader at IKEA
IKEA’s designers also drew inspiration from their own childhood experiences. Some remembered objects in the house they wanted to play with but weren’t allowed to touch, now recreating them for a home where nothing is off-limits. Others were inspired by the functionality of objects, for example, how a lit lamp could resemble the silhouette of a giraffe spreading a diffused nightlight.
“For me, as a designer, a playful spirit is a lens through which everything becomes possible. It’s also contagious. Every time someone passed by my desk, the prototypes of the giraffe lamp received a pat on the head, and the cat storage boxes a pat on the belly. Regardless of age, there are certain objects that remind us that imagination can be exercised even in the most unexpected moments.”
Marta Krupińska, designer at IKEA of Sweden AB
The Freedom to Play
GREJSIMOJS isn’t simply a collection that inspires play; a playful spirit is at the heart of the entire creative process. What began as an open invitation to think freely successfully brought together over 20 designers, 12 of whom signed the final collection, GREJSIMOJS is based on solid research into play.
Data shows that children and adults are currently spending less time playing together. This finding doesn’t mean play is less important or that people don’t want to play. The IKEA Play Report shows that over 54% of parents want to play more with their children, but face a lack of time, space, and inspiration to do so. This trend underscores the growing need for design that actively encourages family interaction.
“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 together and is the most powerful way to learn in the long term. That’s how GREJSIMOJS came about. We know that today’s parents face many challenges, and we want to encourage them so that play becomes an activity that naturally integrates into any home.”
Maria Törn, Range Area Manager for IKEA Kids, IKEA of Sweden AB
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. Building on these principles, GREJSIMOJS contributes to creating an environment that naturally encourages play and comes with pieces that invite you to touch, embrace, and discover them day after day, at home.
The GREJSIMOJS collection will be available in IKEA stores worldwide, as well as online, including in Romania, starting in February 2026.
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