The Sims goes flat-pack with Ikea

Virtual world gets Swedish wood

Electronic Arts has struck a deal with Ikea to bring a range of flat-pack furniture to The Sims 2.

The Sims 2 Ikea Home Stuff Pack will allow gamers to give their virtual home a makeover with new furniture and decor based on designs by Ikea.

The add-on will provide sofas, beds, tables, a TV unit, shelving and more in a variety of colours and patterns, as well extras such as wall art, mirrors, lighting options and vases.

"The Sims is thrilled to collaborate with Ikea for more customisation of your Sims' homes, adding fun and inspirational design options for the bedroom, living room and home office," said Rod Humble, head of The Sims Studio.

"This new content will certainly contribute to players' ability to make their Sims' dream home. Home is central to the experience of your Sims and, with Ikea additions, it's sure to be the most inviting place in the neighbourhood."

Products in the game will keep Ikea's unusual naming format, but it is unclear whether the furniture will have to be assembled by the virtual characters, perhaps as a mini-game.

There are also concerns that Sims characters will become stressed when left with a handful of bits and pieces that they have no idea what to do with.

"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," said Steve Seabolt, vice president of global brand development for The Sims.

Electronic Arts has already signed similar deals with Ford and H&M to bring their products into The Sims world.

Grand Theft Auto IV also tips its hat to Ikea, in a manner of speaking, with spoof ads about Scandinavian furniture stores.

The Sims 2 Ikea Home Stuff Pack is due to hit shelves in the US on 23 June for $19.99 and will be available on 27 June in Europe for €14.99.