The first two Play Big tour dates took place this week at the intu Lakeside and Westfield White City shopping centres.
Almost 5,000 adults and children were welcomed to the creative play spaces across the two locations, with children engaging in solo play and role-play with new friends, whilst bigger kids also had the chance to take the iconic giant Cozy Coupe for a test drive. An estimated 643,000 consumers saw the eye-catching set-up and playful brand activation.
The Play Big tour aims to encourage families to play, be active and create new memories together and is focused on getting consumers hands on with Little Tikes products. It also encompasses a local charity concept, inviting adults and children to pledge support to one of two charities local to each location via special coins. Following each event, the bespoke donation stations will be emptied, coins counted and the charities will be gifted Little Tikes toys.
Michelle Lilley, head of marketing for Little Tikes UK, said: “We have been overwhelmed with the reaction to our first Play Big event this year. It’s so exciting to see families playing together and simply having a great time as it’s not something we all have lots of time to do day-to-day – and, of course, we’re celebrating a huge milestone birthday for the brand in doing so. There is still a chance for more families to come and play with us at one of our remaining tour dates. Bring along your son, daughter, niece, nephew, cousin or friend – it’s big fun for everyone.”
The remaining Play Big Tour Dates:
- Saturday 13th & Sunday 14th April – intu Merry Hill
- Tuesday 16th & Wednesday 17th April – intu Metrocentre
- Friday 19th April & Saturday 20th April – Centre:MK