Cognitive neuroscientists have discovered various experimental setups that suggest that our body representation is surprisingly flexible, where the brain can easily be tricked into the illusion that a rubber hand is your hand or that a manikin body is your body. These multisensory illusions work well in immersive virtual reality (IVR). What is even more surprising is that such embodiment induces perceptual, attitudinal and behavioural changes that are concomitant with the displayed body type. Here we outline some recent findings in this field, and suggest that this offers a powerful tool for neuroscience, psychology and a new path for IVR.