So... why doesn't IKEA sell LEGOs?
I mean, think about it.
They're both Scandinavian companies with four-letter names, they both sell products that come in pieces that you have to put together yourself and they both have word-free instructions that contain little things that sort of look like people and show you how, often at what appears to be a 30° angle.
In a way, LEGOs might be a gateway product to get you hooked on thinking DIY assembly is fun. Though I do have to say... that poor hörse that growth on the back that the people are sitting on... looks painful.