IKEA launches GREJSIMOJS, a 33-piece collection celebrating the joy and importance of play and the IKEA U.S. Color of the Year.
IKEA believes play should be for people of all ages, from the young to the young at heart. GREJSIMOJS (colloquial definition: thingamajig), is a collection of everyday objects designed to spark the imagination and infuse moments of fun into the daily rhythm of life. Based on research from the IKEA Play Report that shows how play can reduce stress, boost creativity, and bring people together, GREJSIMOJS embraces textures, shapes, and forms that spark joy. Colourful objects bring personality into the home, while other pieces encourage playful interaction while seamlessly integrating into its surroundings.
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 classic storage pouffe only reveals its inner monster when opened, taking a bite of the contents stored inside with a toothy grin, while a rocking horse reimagined in the form of a bird is part sculpture, part toy.
“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 they designed this collection, to bring both the perspective of an adult and a child. For instance, how might an adult perceive a statement rug, and at the same time, allow it to be a wild landscape for a crawling child to explore?”
The designers also drew from their own childhood memories, some remembering the objects in the home they wanted to play with but were not allowed to touch, recreating them for a home where nothing is off limits. Others were inspired by the function of an object, for instance how the turn of a lamp began to resemble the head of a gentle giraffe casting a soft night light.
“As a designer, playfulness is a lens that makes me believe everything is possible,’’ says Marta Krupińska, in-house designer, IKEA of Sweden AB. "It is also contagious. Every time someone walked by my desk, the prototypes of my giraffe lamp received a pat on the head, and the storage cats a belly rub. Young or old, there are certain objects that remind us that there is creativity in the everyday.”
IKEA U.S. Color of the Year
IKEA U.S. is excited to announce its 2026 Color of the Year – Rebel Pink! It's powerful, playful and brings a bold splash of color into the home. Featured in the GREJSIMOJS cover for the MAMMUT chair, rebel pink is full of energy and sparks joy in any space.
The Freedom to Play
GREJSIMOJS is not only a playful collection, but it was also designed in a playful way. Despite its open-ended invitation to think freely, which initially brought together more than 20 designers with 12 designers featured in the final collection, GREJSIMOJS is firmly rooted in the research of play.
Insights show that children, and adults, spend less time on physical play today. This does not mean that play is any less important, or that people do not want to play. The IKEA Play Report shows that parents (54%) want to play more with their kids, but struggle with time, space and the inspiration to do so.
“Our Play report showed us that children and parents want more play and playfulness in their lives and in their homes. We also know that play brings us together and is nature's most powerful way of creating lifelong learning. That is why we developed GREJSIMOJS,” says Maria Törn, Range Area Manager for Children’s IKEA, IKEA of Sweden AB. “We know that there is a lot of pressure on parents today and we do not want to put another must on them but rather encourage play to become a natural part of the home.”
IKEA Playtypes is a framework made to help people understand different ways of playing, based on how children naturally learn and explore the world, and applying it to adults as well. Five distinct styles of play were identified - Explore, Create, Imagine, Move, and Compete each reflecting a unique way of engaging with one’s surroundings. Based on these principles, GREJSIMOJS helps to create an environment that naturally encourages play with objects you cannot help but touch, embrace, and be intrigued by. They are made for a home that is meant to be lived in.
The GREJSIMOJS collection will launch across all IKEA markets in February 2026.