Play, display and replay: IKEA® and the LEGO Group’s creation, BYGGLEK, is now in stores across the UAE

Play, display and replay: IKEA® and the LEGO Group’s creation, BYGGLEK, is now in stores across the UAE

  • The new collection, BYGGLEK, aims at encouraging play and infusing more fun into storage around the home
  • 3D LEGO models of Billy, Hektar, Strandmon and Lampan made from 20,000 LEGO bricks is displayed across the full-sized stores in the UAE

United Arab Emirates, Dubai, 7th October 2020: The region’s favourite Swedish home furnishing retailer today launched its much-awaited collection, in partnership with the LEGO group, across its stores in the UAE. The two brands have joined forces to create a playful storage solution called BYGGLEK. 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.

As part of the launch, IKEA is also showcasing four of its iconic products through 3D LEGO model shapes across its three full sized stores in the UAE. For the first time ever, you will be able to witness the Billy bookcase, Hectar lamp, Strandmon sofa and Lampan built using 20,000 LEGO bricks, put together in a beautiful corner display for customers to experience.

With a strong belief that play makes both the home and the world a better place, IKEA 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 play and creativity at home. Where adults often have a need to create structure and organize, children see a stimulating and creative environment in which they naturally want to play, pause and then replay[1]. BYGGLEK is the answer to this as it gives the right mix for children and adults to play and infuse creativity. After all, IKEA is all about creating a better everyday life for the many people’’ said, Vinod Jayant, Managing Director at IKEA UAE, Oman and Egypt.

In tidying up and reorganizing children’s creative space during playtime, we not only disrupt their play but also their creative expression and growth. Therefore, we wanted to create a storage solution that itself 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.

Speaking about the creative solution Rasmus Buch Løgstrup, designer at the LEGO Group said “BYGGLEK is more than boxes. It is storage and play intertwined. BYGGLEK provides families with a product range that helps create space for more play in their everyday – 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.

Head to IKEA in Dubai Festival City Mall, Festival Plaza or Yas to get your insta-worthy picture with the new LEGO display.

For more information, please visit: www.ikea.ae

  • End –

[1] In the IKEA Play Report, IKEA asked children what they want and 47% of them said that they want more playtime with their parents. At the same time 90% of the asked parents believe play is essential to wellbeing and happiness, building on to the belief that play is important. In the LEGO Play Well Study 2020, parents recognise the importance of letting kids play, well the way kids play. With 8 in 10 admitting messy play makes children feel free and helps develop their creativity (85%). Yet, 1 in 2 parents worry about their child making a mess when playing and feel a compulsion to tidy up around their kids even while their child is still playing (51%). 9 in 10 children confirm this reality, saying their parents tell them to tidy up while they are still playing (90%)

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