IKEA unveils first new collection since opening in NZ with children’s range: GREJSIMOJS

Corporate news3 February 2026Last edited: 10 February 2026

In-store and online at IKEA New Zealand from 2 February

IKEA is unveiling its first new collection since opening in New Zealand, with GREJSIMOJS, a children’s range designed to celebrate the joy and importance of play.

IKEA believes play should be for people of all ages, from the young to the young at heart. GREJSIMOJS, which roughly translates to: ‘thingamajig’, is a new 29-piece collection of everyday objects spanning lighting, decoration, toys, textiles and storage solutions. But each has a playful twist, designed to spark the imagination and infuse moments of fun into the daily rhythm of life, all to ‘create a better everyday life at home’.

“We’re thrilled to launch our first new collection since opening in New Zealand,” says Edward Hincks, Home Furnishing and Retail Design Manager, IKEA New Zealand.

“As families prepare for the back-to-school rush, play is more important than ever. We want to bring joy and playfulness into the everyday lives of children and families, especially as parents prepare to ease their tamariki back into normal routines.

“The GREJSIMOJS range is designed for children aged 12 months through 6+, with each product rigorously tested to meet age-specific safety requirements. This collection is for kids and everyone who is a kid at heart. The products in this collection are high-quality and designed to last, with prices ranging from as low as $6.”

In addition to its approximately 7,500 products, IKEA introduces several special collections throughout the year worldwide: a select number of products specifically designed around a theme, behaviour, season or cultural insight. GREJSIMOJS is the first of these collections to launch in New Zealand.

Stock of the GREJSIMOJS collection is limited and will sell out quickly, get in fast.

IKEA Play Report

The latest IKEA Play Report shows that parents increasingly recognise the importance of play for their children's happiness and wellbeing – and while many parents spend more time playing with their kids than previously, half still struggle to find time and inspiration. GREJSIMOJS collection is entirely based on those insights.  

The IKEA Play Report came out in 2024 and surveyed 7,000 children and their parents in seven countries. It found:  

90% of children say they feel happier when they play
There's a quiet play revolution on the rise - 21% of parents spend more time playing together today than they did a few years ago 
Even still, 54% of parents want to play more with their kids, but struggle with time, space and the inspiration to do so.

Design Process

IKEA designers had the freedom to play when they created this collection, with a focus on products and decorations that capture the imagination of both adults and children. For instance, a statement rug which might add a pop of colour to an adult, can also be a wild landscape for a crawling child to explore.

The designers were inspired by objects they remember wanting to play with as children but were not allowed to. For example, while lamps are normally out of bounds for little hands, this collection includes a movable design which can be transformed into a giraffe’s head – perfect for head pats.

“I love how it’s not only a lamp but this gentle creature who watches over you as you fall asleep. It’s soft glare and has a built-in timer, too,” says Marta Krupińska, in-house designer, IKEA of Sweden AB. 

The MAMMUT chair, a classic IKEA children’s piece designed 30 years ago, receives a costume change with a furry chair cover in bright pink or blue. Storage pieces designed as cats and speakers shaped as mice in purple or green, are functional design objects. A storage pouffe has feet which make it feel alive to little ones. To make tidying up fun, a playful surprise was added inside: fabric teeth that turn the storage space into a friendly monster's mouth, ready to "chew" on toys. 

“GREJSIMOJS is meant to be a visible part of the home furnishing, with objects that are beautifully designed to fit the home, even after the children have gone to bed,” says Anna Granath, Range Identity Leader for IKEA. “Our designers had the freedom to play when theydesigned this collection, to bring both the perspective of an adult and a child.”

“As a designer, playfulness is a lens that makes me believe everything is possible. Young or old, there are certain objects that remind us that there is creativity in the everyday,” says Marta Krupińska.

To find out more about the new GREJSIMOJS kids collection, visit the IKEA website.

The GREJSIMOJS collection will launch in-store and online across IKEA New Zealand from 2 February 2026. 