The sponsorship is part of an ongoing strategy to align the brand with family-based events and engage directly with its target audience.

Playmobil has announced that it will be the headline sponsor of the Gloworm Festival 2018. Taking place on the 18th and 19th August at Thoresby Park in Nottingham, Gloworm Festival has established itself as a firm family favourite during the summer holidays, with over 18,000 visitors expected to attend.

The sponsorship is part of Playmobil’s ongoing strategy to align the brand with family-based events and engage directly with this key target audience. As headline sponsor, Playmobil will enjoy full-stage branding as well as hosting a meet & greet area outside the main tent, where visitors will be able to interact with Playmobil characters.

Eight Playmobil characters will be on hand to entertain festival-goers in between performances on the main stage and give out prizes, including Hiccup and Astrid from DreamWorks How to Train your Dragon, plus the Knight and Princess. Venkman, Spengler, Stantz and Zeddemore, who make up the Ghostbusters squad, will also be on hand.

Jamie Dickinson, marketing and display manager at Playmobil UK, commented: “At Playmobil we’re always keen to show our support for anything that encourages families to get together and have fun while letting imaginations run wild. The Gloworm Festival does exactly that and we’re hugely excited to be a part of it. The UK toy market is a significant one for Playmobil and the brand has experienced major growth in the last 12 months, particularly in the pre-school market. Gloworm is a perfect platform to engage with families.”

For more information on The Gloworm Festival, please click here.