The Need
One of the top toys in our range is the iconic DUKTIG play kitchen. It has been a hero item for many years, beloved by children and parents alike. However, despite its strong legacy, sales have started to decline due to increasing competition and lower-priced alternatives in the market.
The Challenge
Our goal was to create a new challenger play kitchen, one that could become the next hero of the range. We asked ourselves: Can we design a kitchen that offers more play value, is more attractive to customers, more sustainable, and costs less to produce?
Our Solution
We explored many different concepts and then spent time on the IKEA store floors, talking directly with customers. Through these conversations, we realized that the real opportunity wasn’t just in lowering the price, it was in enhancing playfulness and adding realistic details that spark imagination and engagement.
The stove quickly emerged as the heart of the play experience. We developed an innovative, beautifully simple mechanical system that allows children to “control the heat,” simulating a real stove. This solution adds significant play value while being more sustainable and cost-efficient than using lights, batteries, or electronics.
We are proud to say this invention is now patented in both Europe and the U.S. not only for its design, but also for the way it works.
We are proud to say this invention is now patented in both Europe and the U.S. not only for its design, but also for the way it works.
The SILLTRUT play kitchen has become the new hero of our range, outperforming DUKTIG by more than 2.5 times across all key metrics.
Designer: M. Axelsson
*As Product Developer, I started the exploration and lead the whole development team (Designer, Engineers, Sales, Sourcing, Project Controller) through the whole development and business process from identifying needs at the start, prototyping, testing, development on factory floor, creating the business case, and until reaching the sales floor worldwide.
