Sweden reclaims place names from IKEA
CNN
Shelving, trash cans and toilet brushes have all been named after beautiful parts of Sweden by IKEA. Now the country's tourist board is seeking to "reclaim" them from the interiors giant.
(CNN) — Bolmen: your toilet brush. Toftan: your trash can. Misterhult: your bamboo lamp. Those exotic-sounding names that IKEA gives your household products are familiar words to Swedish speakers -- often, they're named after famous destinations.
And now, the Swedish tourist board is reclaiming those names in a new marketing campaign, designed to get people knowing the elegant originals, as well as the knock-offs.
That toilet brush, for example, is named after Bolmen, a pretty, tree-fringed lake in the Småland region of southern Sweden.
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