• Sweden's news in English

Has Ikea invented an app to stop couples rowing?

The Local · 11 Feb 2015, 12:08

Published: 11 Feb 2015 12:08 GMT+01:00

Facebook Twitter Google+ reddit
Ikea may be one of the world's most iconic flatpack furniture stores, but it has also been known to make or break couples as they navigate from showroom to showroom making decisions about beds and sofas, before attempting to squeeze their purchases into a car, get it home in one piece and then spend the next few hours trying to put it all together.
None of this is mentioned by Ikea in the video for a new emoticon app it has just launched, which is designed to "help couples communicate better".
According to a press statement, Ikea Emoticons is an app that enables people to "easily add an additional keyboard with Ikea brand icons to their smartphone". 
"The keyboard lets people express themselves with emoji of Ikea icons, products and everyday household items," the company says.
"Ikea wants to help to keep the conversation about clutter [in the home] light and positive with friendly emoticons, all with a twinkle in the eye."
In a video which starts with a cartoon of cavemen and women - an unusual choice for a company born out of gender-equal Sweden - an Ikea 'expert' in a white coat explains that "since the dawn of time men and women have found difficulty in communication" and suggests that Ikea has the answer after four hundred years of civilisation "a series of emoticons to take the misunderstandings out of your communication".
The idea is that if you're having a bad day, rather than rowing with your partner, you can send them a meatballs icon - to explain you love them more than meatballs. You could alternatively forward them a photo of a chest of drawers you're planning to buy them to say sorry. Or something like that. 
What the company describes as a 'tutorial video' had gained almost 400,000 hits since it was launched via the international company's Netherlands YouTube channel on February 4th and the company said in a statement sent to The Local on Wednesday that it anticipated "a good deal more pick up in the coming days".
But The Local's readers seemed largely unimpressed by the idea when quizzed on Facebook.
Story continues below…
"Would it really helps to communication between couples? Come on guys!" said Oxana Naess.
Other home European furnishing stores hit the headlines for very different reasons on Wednesday, with British decorating and furniture company B&Q admitting that it had stocked up on extra ropes and gaffa tape in anticipation of the launch of the much-hyped S&M movie Fifty Shades of Grey.
When asked by Sweden's Aftonbladet newspaper if it had done the same, Swedish home store Clas Ohlson said it had not scheduled any extra deliveries.
"It's a fun thing, but we haven't really thought about this film. We will not observe the premiere in any particular way," said its spokesperson Sara Kraft Westrell.

For more news from Sweden, join us on Facebook and Twitter.

The Local (news@thelocal.se)

Facebook Twitter Google+ reddit

Today's headlines
Here's how slow Sweden's high-speed trains are getting
A Swedish SJX2000 high speed train. Photo: Tomas Oneborg/SvD/TT

The high-speed rail journey between the three biggest Swedish cities is about to get longer.

The Local List
12 Swedish words with just awesome literal translations
A filthy-minded lobster, i.e. a snuskhummer. Photo: Gorm Kallestad/NTB scanpix/TT

One of our favourite things about the Swedish language is its wonderful compound words, which range from being utterly bizarre to making perfect sense.

US election
Donald Trump won't get new Ericsson head's vote
Trump pictured at a campaign rally in Florida. Photo: Evan Vucci/AP

The new Swedish-American boss of telecoms giant Ericsson has revealed he will not vote for the Republican nominee in the forthcoming US presidential election.

Swedes named fourth most gender equal in the world
A file photo of men and women pushing prams in Stockholm. Photo: Claudio Bresciani/TT

Sweden has closed 81 percent of its overall gender gap according to the World Economic Forum.

Sweden: Russian warships in the Baltic 'worrying'
Swedish Defence Minister Peter Hultqvist. Photo: Vilhelm Stokstad/TT

Two Russian warships equipped with long-range missiles have entered the Baltic Sea after passing Denmark.

Why businesses are worried about Sweden's drone ban
A drone filming in Stockholm. Photo: Pontus Lundahl/TT

The Local investigates what Sweden's new drone ban could mean for businesses in the country.

This is the new top boss of Swedish Ericsson
Börje Ekholm. Photo: Magnus Hjalmarson Neideman/SvD/TT

Telecoms giant Ericsson has appointed a new CEO after a turbulent year for the company.

These are Sweden's best universities: ranking
A new university ranking has been released. Photo: Cecilia Larsson Lantz/Imagebank.sweden.se

At least according to this global ranking, which picks 12 Swedish universities among the top-1000.

Swedish pharmacies restrict paracetamol sales for teens
The move is intended to cut paracetamol overdoses. Photo: Nora Lorek/TT

Sweden's pharmacies are banning teens under 18 from buying more than one pack of pills at a time.

Rwandan genocide suspect held in Sweden
A memorial centre in Kigali, Rwanda. Photo: Ben Curtis/AP

A man has been arrested in Sweden suspected of involvement in the 1994 Rwandan genocide which claimed 800,000 lives.

Sponsored Article
Stockholm: creating solutions to global challenges
Sweden cuts 2016 refugee forecast
Sponsored Article
Last chance to vote absentee in the US elections
Is Game of Thrones coming to Sweden?
Property of the week: Kungsholmen, Stockholm
Blog updates

6 October

10 useful hjälpverb (The Swedish Teacher) »

"Hej! I think the so-called “hjalpverb” (auxiliary verbs in English) are a good way to get…" READ »


8 July

Editor’s blog, July 8th (The Local Sweden) »

"Hej readers, It has, as always, been a bizarre, serious and hilarious week in Sweden. You…" READ »

Sponsored Article
This is Malmö: Football capital of Sweden
Will Swedes soon be looking for fairtrade porn?
Sponsored Article
Where is the Swedish music industry heading?
The Local Voices
'I simply don’t believe in nationality'
Why we're convinced Game of Thrones is based on Sweden
People-watching: October 21st-23rd
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
Fury at plans that 'threaten the IB's survival' in Sweden
Sponsored Article
Swedish for programmers: 'It changed my life'
Analysis & Opinion
Are we just going to let half the country die?
Angry elk chases Swede up a lamp post
Sponsored Article
Top 7 tips to help you learn Swedish
The Local Voices
'Alienation in Sweden feels better: I find myself a stranger among scores of aliens'
Sponsored Article
‘Extremism can't be defeated on the battlefield alone’
People-watching: October 20th
The Local Voices
A layover at Qatar airport brought this Swedish-Kenyan couple together - now they're heading for marriage
Sponsored Article
Stockholm: creating solutions to global challenges
Swede punches clown that scared his grandmother
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
Fans throw flares and enter pitch in Swedish football riot
Sponsored Article
Where is the Swedish music industry heading?
Could Swedish blood test solve 'Making a Murderer'?
Sponsored Article
One expat's strategy for making friends in Stockholm
Swedish school to build gender neutral changing room
Sponsored Article
Nordic fashion in focus at Stockholm University
People-watching: October 14th-16th
Man in Sweden assaulted by clowns with broken bottle
Nobel Prize 2016: Literature
Watch the man who discovered Bob Dylan react to his Nobel Prize win
Record numbers emigrating from Sweden
People-watching: October 12th
The Local Voices
'Swedish startups should embrace newcomers' talents - there's nothing to fear'
How far right are the Sweden Democrats?
Property of the week: Triangeln, Malmö
The Local Voices
Syria's White Helmets: The Nobel Peace Prize would have meant a lot, but pulling a child from rubble is the greatest reward
jobs available