IKEA's latest ambassador is a gaming grandmother, age 76

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IKEA has chosen an unlikely but refreshing icon to front its BRÄNNBOLL gaming collection: a 76-year-old Scottish grandmother and Twitch streamer. Cath Bowie, known online as Grumpygran1948, is the face of the campaign.

 

Bowie’s gaming journey began in 2017 when her grandson introduced her to video games. Despite initial skepticism from family members, she launched a successful streaming career on Twitch, eventually achieving partnership status and monetization opportunities. Her warm personality quickly drew in a loyal audience of like-minded older gamers, challenging age-related gaming stereotypes.

 

 

Bowie represents a significant shift in gaming demographics. Recent IKEA UK research reveals seven million regular gamers in the UK are over 55, with the average person gaming more than five times weekly.

 

Traditional gaming stereotypes continue to crumble as data shows 49% of gamers now identify as female, though public perception lags behind—nearly half of the population still pictures gamers as predominantly male, with only 9% envisioning female players. The research also highlights gaming’s role in family bonding, with 51% of parents and 33% of grandparents using it to connect across generations.

 

IKEA’s new face shows that gamers come from all walks of life—and proves that age is just a number when it comes to picking up a controller.

 

 

 

 

 

 

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The furniture giant’s 20-piece BRÄNNBOLL collection, which Cath helped test and promote, reflects the needs of a wide range of gamers, including families and older adults. The collection encompasses ergonomic furniture, clever storage solutions, and accessories designed to make gaming spaces both functional and stylish.

 

Bowie hopes her involvement in the campaign will inspire others to see gaming as an activity for all ages. “Gaming is not just for kids or young adults; it’s a hobby that can be enjoyed at any age,” she describes.

 

Images: Roddy Mackay / IKEA

Video: Feed Films/ IKEA