Dalla collaborazione fra LEGO ed IKEA nasce la linea BYGGLEK
Sono di agosto 2018 le prime news riguardo alla collaborazione fra LEGO® ed IKEA®. Ieri sera, con un comunicato stampa, IKEA finalmente rilascia qualche dettaglio in più riguardo a questa collaborazione da cui nascerà la linea BYGGLEK.
Non ci sono ancora immagini dei prodotti di tale linea, che vedrà comunque la luce solo nel 2020 però il concetto sviluppato da entrambe le aziende è chiaro: far giocare i genitori con i loro figli sovrapponendo le due idee di gioco e organizzazione che hanno adulti e bambini.
I bambini sono creativi e questo li porta, spesso, a lasciare in disordine la loro stanza. Vicerversa gli adulti tendono invece a avere un certo ordine e regole precise quando sistemano, ad esempio, i propri oggetti personali. Questa diversità porta quindi a rendere difficile a volte il dialogo e il gioco fra di loro.
LEGO e IKEA quindi svilupperanno la linea BYGGLEK per cerare di far incontrare i bisogni di entrambi, facendoli giocare e rispettare le regole assieme.
Di seguito il comunicato stampa ufficiale IKEA.
“There’s a conflict between how grown-ups look at organising and how children look at the creative play. Every grown-up has stepped on a Lego brick at night time. But organising LEGO bricks the grown-up way also means ending the play sometimes. Adults sort by typology – socks going into one drawer and belts into another. Kids sort by story, clustering it into different pieces, where you can have a half-built space ship. And in that, you can find the one piece that you need. What if we could turn that perceived mess into something wonderful?”, says Rasmus Buch Løgstrup, designer at LEGO Group.
The different perspectives might lead to that children experience rules, carried out by their parents, stops them from being as creative and playful as they wish. Parents, on the other hand, feel that playing can be a bit too messy at home, making it harder to fulfil other commitments of the everyday. The overlaying ambition between the collaboration between LEGO Group and IKEA is to overcome these kinds of obstacles. The hope is to move away from “no” to “yes” to play, and at the same time show respect to duties of the everyday.
“To do this, systematic thinking becomes key. We know that children continue the story building in their minds long after they have stopped playing with their toys. So we asked ourselves, couldn’t pause and play be a way to enable quick play? We know that children are playing with screens because it’s easy to get started. So what if we could make the LEGO play continue? That would make quick play easier and then build on the play that is continuing in the child’s mind anyway”, says Andreas Fredriksson, designer at IKEA.
To enable playing throughout the home with pauses, a solution across generations is needed. Also, different rooms need different solutions that can change after different phases in life.
“Bringing people together over play and enable more play are things that are key for both us and LEGO Group based on our respective visions, missions and values. That is why we want to explore what can happen when we work together, trying to get more of the many people to say yes to play”, says Andreas Fredriksson, designer at IKEA.
The aim is to sale start the first BYGGLEK products during 2020
- IKEA and LEGO Group to introduce BYGGLEK for more “yes” to play (newsroom.inter.ikea.com)
- Nasce la collaborazione fra IKEA e LEGO (leganerd.com)