Smoby is celebrating a successful turn as sponsor of The Gloworm Festival, where the brand activated a popular and immersive Play Zone for young families.
The brand’s range of outdoor toys were a key attraction for festival goers, with families getting the chance to play with Smoby’s bestselling playhouses and slides.
Returning for its second year at the festival, the Smoby Play Zone also gave kids and parents the opportunity to splash about with AquaPlay water toys.
To add to the outdoor Gloworm Play Zone, Smoby is also enjoying the success of its month-long takeover at KidZania London where the brand’s collection of role play toys has taken over the under 4s Kindergarten area.
Celebrity brand ambassador, Ashley James, is amplifying the Kidzania partnership, which runs through to the end of August, along with additional influencers and social media.
“August is a hugely exciting month for us as we’ve created two unique opportunities for consumers to truly enjoy Smoby and AquaPlay products first-hand,” commented Sophie Bryan, brand manager at Simba Smoby UK. “Gloworm was the perfect location to showcase our outdoor playhouses and the brilliantly fun AquaPlay range, while Kidzania is a fantastic opportunity for thousands of families to see the play value and quality of the role play collection.
“This experiential marketing drive is key to building both brand awareness and loyalty and we’re incredibly pleased with how well both activations have been received.”
Looking ahead to autumn, Smoby’s share of voice will be bolstered by a major media campaign, highlighting the lead role play lines for the season. The activity will be headlined by a TV campaign showcasing the brand’s Black + Decker replica workbenches, its feature-packed kitchens including the Tefal Studio Utility and Tefal XL Bubble Kitchens, and the My Beauty Centre, through a 30-second spot. The high-impact family-focused campaign kicks off in September.
The company will also continue to invest in social media, having committed to deliver 70,000 clicks between September and December. Influencers and celebrities will further build on the brand’s presence in the digital space.
