The NY Times reports that Sims has developed with IKEA a furniture package that will enable users to purchase IKEA-branded furniture for their Sims’ homes and apartments for around $20. While this deal has been highly-touted, the gold rush to advertising riches in virtual spaces may be further away than you might think.

The deal, the Times reports, is part of the ongoing encroachment of big brands into virtual and online properties. But some brands are skittish about advertising in controversial space like Grand Theft Auto; others will only buy space in games played on a single gaming system. And the grand failure of some brands in SL – where a user-generated campaign targeted the elimination of big brands in SL – may also have put the fear into the hearts of the big media spenders.

Electronic Arts, which owns the Sims and will release Sims 3 next year, appears to be leading the charge, though. It is approaching big retailers like Sony, Borders books, and Pepsi, as well as Dunkin’ Donuts. Hey, if I had a Sims house, there would be a box of Dunkin Donuts on the counter each and every morning.