IKEA

IKEA's second gaming move of the autumn, and the more conventional one: YXSTABY is a nine-piece furniture collection co-developed with Xbox, in stores worldwide from 1 October 2026. A gaming lounge chair, a monitor stand, a TV stand and side table on castors, a laptop support, a mirrored display box for collectibles, and two pieces that carry the idea: a stool shaped like a controller thumbstick, built from the Xbox Wireless Controller's own 3D files down to the grip texture, and a D-pad that becomes a cushion and a steel platter. The framing from both sides is that gaming is a household activity that deserves designed-for furniture rather than a black gaming chair in a corner. Where KALLAX Storageborn put the brand inside the game, this puts the game's object language inside the home.