December 12, 2016

Ikea Renames Products After ‘Secret Anxieties’

Finally realizing that some of their product names were difficult for an American audience, Ikea is renaming its bestselling products after common anxieties. Now, a single daybed will be called “My partner snores” and the chalkboard formerly known as “Luns” will be called “He can’t say he loves me.” What a magical phrase to give someone as a gift.

Known as “Ikea Retail Therapy,” the rationale behind the marketing campaign is that Ikea’s products are designed to solve everyday dilemmas. A bit strange that none of these products are named “Assembling Ikea furniture,” though.

Yes, I want to sound marginally more intelligent: