Ikea is doubling down on budget audio with the Grejsimojs, a purple mouse-shaped Bluetooth speaker now rolling out across Europe for roughly $16 to $18. Following its Kallsup speaker debut at CES 2026, the Swedish furniture giant is carving out a niche in kid-friendly consumer tech with a device that prioritizes charm over audiophile specs. The speaker is available now in the UK and Germany, with a US launch still pending.
Ikea isn't letting its CES momentum fade. Just weeks after unveiling its $10 Kallsup Bluetooth speakers in Las Vegas, the Scandinavian retailer is already pushing out another wireless audio device - this time with a distinctly whimsical twist.
The Grejsimojs Portable Bluetooth speaker landed quietly on Ikea's UK and German sites this week, priced at £12.00 and €14.99 respectively. That translates to roughly $16 to $18 - a price point that undercuts most name-brand portable speakers while leaning hard into novelty design. The device looks like a plump purple mouse, complete with a flexible silicone tail that doubles as a carry handle.
It's a calculated play for the family market. While Amazon and Google duke it out over smart speaker dominance with Alexa and Assistant integration, Ikea is betting there's room for something simpler - gadgets that look more like toys than tech. According to The Verge's hands-on report, the Grejsimojs won't "wow audiophiles," but that's missing the point entirely.
Under the hood, specs are predictably modest. The speaker packs a 1.6-inch full-range driver pushing 2W of output - enough for a kid's bedroom or bathroom singalong, not enough to rattle windows. Battery life hits 24 hours at half volume, and there's a USB-C charging port tucked underneath (cable and adapter sold separately, naturally). You can sync multiple Grejsimojs units together for multi-room audio, though true stereo pairing isn't supported - a limitation that likely won't matter much to its target demographic of parents shopping for grade-schoolers.
The real engineering focus went into durability and safety. Ikea built in a volume limiter to prevent hearing damage, wrapped the body in wipe-clean plastic with silicone feet, and slapped on an IP44 rating. That last spec means it'll survive splashes but won't tolerate full submersion - keep it away from bathtubs and sandboxes, in other words.
The Grejsimojs is part of a broader product family bearing the same hard-to-pronounce name. Ikea's already selling a dog-shaped dimmable lamp from the collection in the US for $39.99, signaling the company's intention to build out a full ecosystem of playful, affordable gadgets. It's a strategy that mirrors Ikea's furniture approach - create collections with consistent design language, price them aggressively, and let consumers mix and match.
The timing is notable. Consumer electronics giants are pulling back from experimental product lines as inflation squeezes margins. Apple killed its HomePod mini color variants. Meta is scaling back Portal production. Meanwhile, Ikea - a company best known for flat-pack furniture and Swedish meatballs - is quietly expanding its tech footprint with devices that cost less than a family dinner.
There's no word yet on when the Grejsimojs speaker will hit US shelves, though the lamp's stateside availability suggests it's a matter of logistics rather than strategy. The European rollout gives Ikea time to gauge reception before committing to a full North American launch.
For context, the portable Bluetooth speaker market is projected to hit $14.6 billion globally by 2027, according to industry analysts. Budget segments are growing fastest as consumers snap up secondary speakers for specific rooms or outdoor use. Ikea's angle - leveraging its retail presence and design credibility to sell tech as lifestyle accessories rather than gadgets - could resonate with parents tired of black plastic rectangles cluttering their homes.
The Grejsimojs won't threaten Sonos or JBL's market share. But it doesn't need to. If it sells half as well as Ikea's Billy bookcase, the company will have carved out a lucrative niche selling charm and affordability to families who prioritize whimsy over wattage.
Ikea's Grejsimojs speaker represents a calculated bet that consumer electronics don't need bleeding-edge specs to succeed - they just need to fit seamlessly into people's lives at prices that feel like impulse buys. While major tech players retreat from experimental hardware, the Swedish retailer is treating gadgets like furniture: design-forward, affordable, and part of a broader lifestyle ecosystem. Whether the mouse-shaped speaker crosses the Atlantic depends on European sales, but the broader strategy is already playing out in US stores with the lamp collection. For families tired of generic black rectangles, Ikea's offering something different - tech that looks like it belongs in a playroom, not a server rack.
