Roblox users in Sweden and Australia will see Ikea test new virtual environments for digital versions of its home furnishings in an experience called “Welcome to Bloxburg.”
The Roblox pilot, which will make products available to users from Jan. 22 until Feb. 5, via an Ikea pop-up within the online platform. The pop-up will appear in the Roblox-based Fancy Furniture Store, with access also enabled through the associated product library.
Ikea ranks No. 6 in the Europe Database, Digital Commerce 360’s ranking of the largest online retailers in the region by their annual ecommerce sales. There, Digital Commerce 360 categorizes it as a Housewares & Home Furnishings retailer.
Why Ikea is using Roblox
Ultimately, Ikea plans to use its Roblox pilot to see how users experience its virtual products and interact with them on the platform. The company called the experiment “a small-scale test to evaluate customer engagement and learnings.” In addition, it wants to assess the impact that its virtual products can have on Roblox users’ experiences.
Meanwhile, Ikea’s physical stores in Australia and Sweden will make QR codes available to shoppers. Those codes will enable users to unlock additional items. The retailer plans to hide the codes to encourage exploration in its real-world spaces.
“We’re delighted to bring some of our most loved Ikea products into this digital space,” said Sara Vestberg, home furnishing direction leader at Ikea Retail. “With curiosity, we’re looking forward to seeing the home furnishing ideas people create, and how our products feel at home in their digital lives.”
What Ikea hopes to learn
“This pilot is very much about learning and exploring,” said Parag Parekh, chief digital officer at Ikea Retail, in a released statement. “We’re using it to better understand how digital environments can enrich the Ikea experience, while continuing to stay true to our values and what customers expect from us.”
The pilot falls into Ikea’s larger ongoing efforts to test new ideas. In doing so, it hopes to better understand how its customers behave and what they expect. The company intends to apply lessons learned to future decisions.
Which other retailers have worked with Roblox?
Ikea is far from the only major retail brand to test Roblox experiences. Examples have included Walmart, which crafted its Walmart Discover activation in Roblox to support the exchange of virtual items and transactions that use Roblox’s Robux currency.
In the Health & Beauty category, e.l.f. Beauty collaborated with Roblox as well, using Walmart’s commerce solution there. In December 2025, e.l.f. launched an in-Roblox makeup game called “Glow Up!”
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