30 September 2025

Live Like Pippi with This New Kids’ Concept Interior Collection

Kid’s Concept is launching a unique interior collection in collaboration with The Astrid Lindgren Company to celebrate Pippi Longstocking’s 80th anniversary. It’s the first time a Pippi collection focuses on design, furniture, and interiors—where the furniture itself invites play.

The collection will be released in three drops and is inspired by “Villa Villekulla 2025”, a modern interpretation of how Pippi might furnish her home today.

More than design: a tribute to play, imagination, and to Pippi herself

For the very first time, a Pippi Longstocking collection has been created with a focus on design, furniture, and interiors – a tribute where every piece also invites play. Interior design for imaginative play.

The collection is built on the idea “Live like Pippi. This is Villa Villekulla 2025.” Lotta Hallenius, Head of Design at Kid’s Concept, believes that if Pippi were to move into Villa Villekulla today, these are the furniture and details she would surround herself with.

“Looking back at the original Pippi stories, there weren’t really any toys in the traditional sense. In Villa Villekulla, Everything was play – from the pancake pan in the kitchen to Mr. Nilsson’s bed, to every chair and table. Everything seemed to say: “This is fun – let’s make something of it.” That is the feeling that Kid’s Concept and Astrid Lindgren Company have sought to bring back,” Hallenius explains.

The result is a collection that is as much on-trend interior design as it is a celebration of the power of play. With palettes and forms inspired by contemporary interior trends, the collection features pieces that feel just as natural in the living room as in the children’s room.

Everyone needs more Villa Villekulla in their lives

We all, and children especially, need more Villa Villekulla in our lives: environments that are playful, curious, and full of imagination—spaces that invite us to play, think freely, and create new worlds. At the same time, the collection is a design tribute to the strongest girl in the world and the values she embodies—courage, independence, and an unshakable belief that life should be fun.

Just as Astrid Lindgren’s stories rest on a foundation of play, imagination, and common sense, so does Kid’s Concept, with the same guiding principle: to let children be children, for as long as possible.

“This collaboration was never just about creating furniture and interiors – it was about values,” says Malin Hultqvist Claesson, CEO of Kid’s Concept. “Astrid Lindgren Company had never before developed furniture or interior products with Pippi, so when we were invited to explore this, we wanted to ensure it became more than just a collection. At Kid’s Concept, one of our core beliefs since the very beginning in 2007 has been that children should be allowed to be children, for as long as possible”.

“Too often, the world rushes children into adulthood. We want to go the other way – to bring children deeper into play, into imagination, into a world where boundaries don’t limit curiosity and creativity. That’s where creativity and joy truly thrive”, Malin Hultqvist Claesson says.

Stories from Astrid Lindgren’s grandchildren inspired the design

During the development process, Kid’s Concept had the privilege of hearing personal memories from Astrid Lindgren’s grandchildren – stories of a grandmother who never lost touch with her own inner child.
Lotta Hallenius, Head of Design, says:

“A child at play creates a world of adventures and magical things that, in that moment, feel completely real. That was what made it so wonderful to be with her. Simple things became stories — a walk to pick chanterelles could suddenly turn into a secret mission, or an ordinary stroll from her home in Vasastan to Kungsholmen, down a street called Pipersgatan, became a fit of giggles as her playful piping grew louder with every step. For her, play was always there – a part of her entire life.”

These stories from Astrid’s grandchildren inspired the design team at Kid’s Concept to create a collection that is not only a tribute to Pippi, but also to Astrid herself – a woman who believed that play belongs to everyone, children and adults alike.