At Milan Games Week & Cartoomics, IKEA launched a project born to explore new realms and engage with an unexpected audience—while keeping its timeless promise: to inspire people and help them build a place that feels like home. It all began from a single observation: many role-players browse old IKEA catalogues and, by opening a random page, stumble upon a name that sounds perfect for a fantasy world. The Swedish language surely plays its part, echoing with heroic deeds, cryptic runes, and arcane spells. To celebrate this curious habit—and the many players who embrace it—IKEA created the official version: “DRÖNJÖNS & DRAGAN – The Swedish Manual of Names That Sound Good”, a collection of pages inspired by the past decade of IKEA catalogues, strictly in Swedish, so that every name can christen a hero and every product description can be uttered like a spell at the right moment.