IKEA ditches tired gender stereotypes for ‘democratic’ new gamer range
IKEA’s first glimpse of the new affordable gaming range includes desks, a ring light, chairs, hand cushions, and more.
Officially launching globally in October, IKEA has finally released the first images of its new gaming furniture suitable for all gamers.
Announced back in September, the joint collaboration developed with Republic of Gamers (ROG), an ASUS sub-brand that has a leading position in the gaming industry, includes more than 30 products for PC gamers seeking comfortability.
From gaming desks and chairs to a nice bright ring light, the collection comes in six product families – HUVUDSPELARE, UTESPELARE, MATCHSPEL, GRUPPSPEL, UPPSPEL, and LÅNESPELARE.
The UTESPELARE and MATCHSPEL make up the gaming chairs with features such as back tilt, pockets for magazines, and adjustable headrest and armrest. The UPPSPEL range is the ROG designed height-adjustable desks with a powerful mechanism for choosing just the right level.
In contrast, HUVUDSPELARE and UPPSPEL are the contemporary desks and the CPU stand. The LÅNESPELARE range makes up the neck pillow, mouse mat, headset stand, multi-functional blanket, and mouse bungee. The most noticeable is the headphone stand that’s shaped like a wooden hand.
Making a statement of the released images, the Swedish furniture retailer explains: “At IKEA, we know a lot about smart home furnishing solutions, but we are novices at gaming. We plan to cater to a diverse group united by their love of e-sports and gaming which is an overlooked group from a life-at-home perspective.”
Ewa Rychert, global business leader of workspace, IKEA of Sweden, adds: ‘The needs of billions of gamers around the globe are very diverse, whereas the existing offer is rather technical and often perceived as masculine design-wise, despite around 46 per cent of gamers being female.
“We believe there’s a lot to be done to democratise the gaming experience. Now we take the first step on our gaming journey, and we do it by presenting affordable, high-performing gaming products and complete solutions that we hope reflect people’s personality and taste.”
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Already launched in IKEA China, with the Japan launch coming in May, the other parts of the world are finally getting their hands on the new range as of October.
The collection will be available in-store as well as online at IKEA.com.
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