Some of our readers might have heard of Sims, the virtual family featured in the namesake computer game created by Electronic Arts whose members are designed from scratch and given virtual life by players. The Sims have houses, job, and friends, and can even get married or die. And now, they can also have Ikea furniture.

The deal has followed last year similar partnership among Electronic Arts and H&M which allowed players to dress their Sims avatars with H&M branded clothing and even take part in a fashion competition whose winning design will be actually sold in H&M stores this summer.

The Swedish furniture will similarly be sold in a “stuff pack” for players to decorate their houses with, which in turn will let them experience the brand without even moving from their PCs.

The deal is yet another example of how brands are moving onto new territories to implement branding strategies outside traditional media channels. Using one of Ikea’s spokesperson worlds, “Ikea sees this as a new channel to reach the young and the young at heart” and, in our opinion, a new media to let them have an enjoyable brand experience.