IKEA

IKEA Italy made its first appearance at Milan Games Week & Cartoomics by leaning into a quirk from role-players; raiding old IKEA catalogues, flipping to a random page to find unpronounceable Swedish product names that double perfectly as fantasy heroes, valleys, and arcane spells. NISSAFORS becomes a cunning goblin, DUKTIG a blade no one dares wield for fear of mispronouncing it. To make the habit official, Ikea produced 'DRÖNJÖNS & DRAGAN – The Swedish Manual of Names That Sound Good,' a spellbook compiled from a decade of catalogue pages, kept strictly in Swedish so every name can christen a character and every product description can be uttered like an incantation, complete with a cover by acclaimed comic artist Gipi.