The Smoby brand is aiming to reach millions this spring as Simba Smoby UK’s heavyweight marketing programme kicks into gear.
The outdoor toy brand is looking to enjoy extra exposure from its celebrity ambassadors, Kelvin and Liz Fletcher – known for their hit ITV series, Fletchers’ Family Farm – as well as a partnership with the Eureka Science + Discovery Museum.
April sees the launch of the Smoby Village at the Eureka Science + Discovery Museum near Liverpool, giving families an opportunity to play and engage with some of the brand’s bestselling playhouses and slides including the Smoby Life Friends Playhouse and the Smoby Life Garden Playhouse. As part of the Smoby Life collection, these products feature the brand’s new contemporary colour palette and are made from a high percentage of recycled plastic.
Encompassing the Easter break, May half term and the summer holidays, the Smoby Village will enjoy a strong footfall right the way through to September.
The experiential activity will be bolstered even further as Smoby’s partnership with ITV stars Kelvin and Liz Fletcher begins. The stars will share some of theirs and their children’s favourite items from Smoby with their 898k strong following on Instagram throughout the year.
“Creating opportunities for parents to see their children play with Smoby outdoor toys is key as we know that when they see the quality, durability and detail of the products up close this will always win consumers over,” commented Ben Hogg, head of marketing at Simba Smoby UK. “The partnership with Eureka will allow us to do just that and, what’s more, the museum is the perfect partner to raise awareness about the wider Smoby Life range and our move to sustainable production.
“Our comprehensive media campaign will run simultaneously with these partnerships throughout the season, keeping Smoby front of mind with families and aiding in their decision making. Buying a large playhouse or slide is a considered purchase, and we’re confident the ongoing endorsement from the Fletchers will have huge sway with consumers.”
In addition to the brand’s TV and digital media plan will be a widespread influencer programme, print and social media advertising, plus earned press coverage.
