What do a toy company, a supermarket, a low-cost furniture chain, and a movie studio have in common? They’re all trying to extend their brands—perhaps in embarrassingly awkward fashion—into the hotel business.

Should companies stick strictly to what they know and do best? These four brands think otherwise, and they’re branching out by getting involved in the hotel and resort game:

  1. Whole Foods
  2. IKEA
  3. Lego
  4. Paramount Pictures

Read the full article at time.com