A 79-year-old gaming-mad grandmother from Scotland, Grumpygran1948, has been named as the face of Ikea’s new gaming range. Challenging stereotypes surrounding gaming, Ikea has launched its new Brännboll gaming range, designed to meet the evolving needs of modern gamers.

Based on the insight that more than 7 million regular gamers in the UK today are over the age of 55, Ikea has launched its new gaming collection with Twitch streamer Cath Bowie, better known as Grumpygran1948.

Bowie began gaming in 2017 after being introduced to it by her grandson, enjoying it so much that she decided to start streaming online. Her infectious personality has helped her to create a loyal following on Twitch and inspire other older gamers.

With over 3 billion gamers worldwide, old fashioned stereotypes of gamers are becoming obsolete. Ikea’s new 20-piece Brännboll collection has been designed to meet the evolving needs of modern, diverse gamers. The collection features a range of ergonomic furniture, storage solutions, and accessories that seamlessly integrate into any home. Where research shows gamers of all ages and backgrounds game on average in the UK more than five times a week, the collection has been designed to meet a diverse range of needs.

The new range is now available in stores and online and features items including a gaming lounge chair, inflatable gaming chair and throw. As an experienced gamer, Ikea has enlisted Bowie to use and test the new gaming range, making her the face of the range to show that gamers come in all shapes and sizes. 

"Ever since I picked up a controller, I've loved gaming, and I'm thrilled to be a part of this campaign with Ikea. I want to show people that gaming is not just for kids or young adults; it's a hobby that can be enjoyed at any age. The brännboll range is perfect for creating a comfortable and stylish gaming space that the whole family can enjoy." says Cath Bowie, Twitch streamer.

"At Ikea, we recognise that gaming has become a natural part of everyday life, evolving across different devices and spaces in the home.” says Philip Dilé, Product Design Developer of Brännboll. He continued:  “Brännboll is designed to reflect this change, offering versatile furniture that adapts to how people live and game today, no matter their age or background."

Proving that there is no one-size-fits-all approach to gaming or design, Grumpygran1948 busts stereotypes to challenge perceptions of gaming. Pulling on the power of authentic influence, Ikea’s new brand ambassador embodies the ethos of the BTrännboll collection.