Shelving, trash cans and toilet brushes have all been named after beautiful parts of Sweden by IKEA. Now the country's tourist board is seeking to 'reclaim' them from the interiors giant.
Bolmen: your toilet brush. Toftan: your trash can. Misterhult: your bamboo lamp. Those exotic-sounding names that IKEA gives your household products are familiar words to Swedish speakers -- often,And now, the Swedish tourist board is reclaiming those names in a new marketing campaign, designed to get people knowing the elegant originals, as well as the knock-offs.
And that trash can? Toftan is another beautiful lake -- this time in the Dalarna region in the center of the country. Misterhult, meanwhile, also in Småland, is an enchanting archipelago of 2,000 islands -- or a lamp., has collated 21 popular IKEA products and matched them to their namesakes, in a bid to make the originals as iconic as the products which have nabbed their names.Nils Perrson, chief marketing officer of Visit Sweden, said that he didn't begrudge IKEA the names.
Kallax, for example, is more than an IKEA shelf -- it's a stunning seaside spot in Swedish Lapland, famous for its particularly pungent fermented herring. And the forest of Höljes -- known to IKEA fans as a lamp -- is in fact one of the least populated areas of Sweden. A spokesperson for Visit Sweden told CNN:"The towns in the vicinity are very proud of this initiative to claim back the lake from being known as an IKEA toilet brush and are fully behind it."
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