The unveiling of the stylised Sylvanian Families gondola took place in the Surrey department store, Bentalls, Kingston on the 25th May, and marks the first time a piece of retail furniture has been used both to visualise the brand and display product. The display unit is built and decorated to resemble a mix of the Sylvanian Families residential properties such as Cosy Cottage, Cedar Terrace and Beechwood Hall.
In addition to having the same signature cream base and red-topped roof as the Sylvanian Families houses, the unit includes a television which plays Sylvanian Families adverts. All the products will be arranged into themes on the stand, making it easy for customers to find similar items within the range. In addition to this, there will be a diorama displaying Cosy Cottage and Beechwood Hall.
The launch was supported by a meet and greet event with Sylvanian Families costumed character Freya Chocolate, who was on hand to feature in photographs with families with young children.
Sally Carnall, marketing manager, commented: “Epoch Making Toys is breathing new life into Sylvanian Families this year, and this concept store is one example of our marketing activity. We have a £1m TV campaign, over 200 costume character events, digital advertising, plus PR and social media activity, so we’re putting all the stepping stones in place for growth over the next 12 months, ahead of Sylvanians’ 30th anniversary in 2015.”
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