Swedish furniture retailer Ikea has taken its famous flat-pack products into the virtual world via a deal with publisher Electronic Arts to launch into its computer game The Sims 2.
Gamers will be able to kit out their virtual homes with Ikea furniture and accessories with items such as wall art, mirrors, lighting and vases.
“Ikea sees this as a great channel to reach the young and the young at heart, to decorate their Sims worlds with Ikea products in a fun and creative way,” said Ikea UK marketing manager Anna Crona. “Creating and designing living spaces – be it real or dreamed about – has always been key.”
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