Ikea is leveraging Roblox to attract a new generation of workers by launching a virtual store as part of its ‘Careers Done Different’ campaign. This initiative invites Roblox players to apply for paid positions at Ikea's in-game store, offering a fun way to explore career opportunities at Ikea. The campaign will be integrated across social media and in-store activities, featuring elements like ‘pixelated furniture’ to draw interest. The virtual store opens on June 24.