In the retail “big box” space, Ikea has a history of being a brave forward-thinking company. As evidenced again with their investment in the most watched web series to date “Easy to Assemble”, created by actress Illeana Douglas. The series was named one of the 5 Best Branded Entertainment Deals of 2009 by AdAge (which can be viewed on their site IF you subscribe). 5 million views and counting. Renewed for another season. Fan sites. Two spin-offs. Nice. School of Humans applauds Ikea and Illeana for demonstrating how branded entertainment, done well, can flourish in the new media world.