Daily News
From Home Furnishing Business
IKEA Introduces Welcome to Bloxburg on Roblox Platform
January 15,
2026 by Karen Parrish in Business Strategy, Industry 
IKEA is testing a new digital experience on Welcome to Bloxburg, a life-simulation game on the Roblox platform where players build and design homes. With millions of global monthly users, Roblox is considered one of the most popular gaming platforms in the world. The pilot, running in Sweden and Australia, explores how IKEA products can be experienced in interactive digital environments. It is designed as a small-scale test to evaluate customer engagement and learnings, while also exploring how IKEA can create a better everyday life for the many people in the digital world.
“This pilot is very much about learning and exploring. We’re using it to better understand how digital environments can enrich the IKEA experience; while continuing to stay true to our values and what customers expect from us,” says Parag Parekh, chief digital officer (CDO) at IKEA Retail (Ingka Group).
The pilot features a limited assortment of well-known IKEA products, including the STOCKHOLM sofa, the ELSYSTEM rug and BLÅHAJ, everyone’s favorite shark, selected to explore different use cases in a virtual environment. From 22 January to 5 February, these products will be available to unlock in Bloxburg, at the in-game IKEA pop-up in the Fancy Furniture Store, or from the product library, helping IKEA teams assess design translation, usability, and customer engagement in a digital setting. Visitors to IKEA stores in Australia and Sweden will also be able to unlock a few extra items by scanning QR codes hidden around the store.
‘’We’re delighted to bring some of our most loved IKEA products into this digital space. With curiosity, we’re looking forward to seeing the home furnishing ideas people create, and how our products feel at home in their digital lives,” says Sara Vestberg, Home Furnishing Direction Leader at IKEA Retail (Ingka Group).
A learning-led approach
IKEA regularly tests new ideas in carefully designed ways to better understand how customer behaviors and expectations evolve. Learnings from pilots in both Sweden and Australia will better inform future decisions.
As part of this approach, IKEA will continue to assess digital platforms, prioritizing trust, safety, and relevance for its customers.