IKEA has become more aggressive about selling Swedish food recently, and if you walk through their Red Hook redoubt you’ll find dozens and dozens of branded products, none stranger than Kex Biscuits. These cookies–which are rather dull tasting–come in letter shapes. The only problem is, there are only four letters, and those letters spell out IKEA, and little else. (The only other words the Fork in the Road staff could come up with were eek, eke, and the nickname of President Eisenhower, Ike.)
While alphabet soup and Alpha-Bits are two other products utilizing letter shapes, these allow children to become familiar with the entire alphabet. Kex Biscuits only teaches them how to spell “IKEA,” and that’s perverse pedagogy!