Ikea furniture delivered to the Sims
Ikea furniture will appear in virtual homes in popular PC game 'The Sims 2' after maker Electronic Arts struck a deal with the retailer.
A selection of Ikea furniture will be available to players of the life simulator game to furnish their virtual bedrooms, living rooms and home offices.
EA claims the move comes in response to players' requests for real-world brands and products to appear in the game.
Players will be able to obtain the items by purchasing an add-on software package called 'The Sims 2 Ikea Home Stuff Pack'.
The packs will be shipped to retailers everywhere on June 27 in Europe, June 23 in North America and June 20 across the Asia-Pacific regions.
Furniture for the living room includes an Ektorp sofa, an Expedit TV unit, a Leksvik coffee table and the Vanna mirror.
Bedroom items include the Malm bed, matching chest of drawers, a shapely Storm floor lamp and bright red Ikea PS rug.
Steve Seabolt, vice president of global brand development for The Sims, said: "Players of the Sims have asked for Ikea by name, and if you look at the living spaces they design, it reflects the style of Ikea.
"The Ikea collaboration with The Sims echoes the desire of players to see real-world brands and products for which they have affinity integrated into gameplay."
Last year EA formed a partnership with high-street retailer H&M, which allowed Sims 2 players to dress their characters in the clothes. It also signed a deal with Ford to allow players to obtain a virtual Focus or Mustang.
Return to marketing news headlines
View Marketing News Archive