Ikea has partnered with a 76-year-old gaming enthusiast from Scotland to front its new product range, starring in a promotional film for the collection.

Known as Grumpygran1948 on Twitch, Cath Bowie has become the UK ambassador for Ikea’s BRÄNBOLL collection, which is specifically designed to cater to the growing and varied needs of gamers and their families.

Bowie, who only started gaming in 2017 thanks to her grandson, has since gained sponsorship and recognition from professional streamers. She has successfully monetized her content and aims to foster a welcoming community for fellow older gamers.

This collaboration follows Ikea’s research, which discovered that over seven million regular gamers in the UK are aged 55 and older.

Philip Dilé, BRÄNBOLL’s product design developer, explained: “At IKEA, we recognise that gaming has become a natural part of everyday life, evolving across different devices and spaces in the home. 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.”

The research also revealed that nearly half (49%) of gamers are female, yet many still perceive the typical gamer as male (44%) versus female (9%). A

dditionally, over a third of gamers (35%) are parents with children under 18, with 69% viewing gaming as a way to unwind. Interestingly, a third of grandparents (33%) find gaming to be a valuable way to connect with younger family members.

Rebecca Deakin, Ikea’s gaming core area manager, emphasised: “Our research revealed what we at IKEA UK already knew – gaming is a shared experience for everyone. It brings a range of people together across a broad spectrum, all of who have evolving needs, which is the spirit behind the BRÄNNBOLL collection.” She added, “We believe that everyone should be able to embrace their passions without compromise, and having Cath as the face of our new range exemplifies that.”