Little Tikes Play Big tour supports local charities

Published on: 14th May 2019

A gift fund of over £5,000 in toys is set to benefit 10 local kids charities. 

Little Tikes is celebrating the success of its Play Big tour, which visited five shopping centres across the UK as part of the brand’s 50th anniversary year activity calendar.

The brand welcomed almost 20,000 adults and children into its play spaces throughout the month-long activation, which aimed to bring families together to enjoy play and make lasting memories. The tour also encouraged children and adults to show support for their local children’s charities.

In each regional location of the Play Big Tour, Little Tikes partnered with local community charities who featured on a bespoke Donation Station. Visitors were given special coins equivalent to toy values to support the charity of their choice. An overwhelming amount of support was garnered throughout the tour for the 10 charities, and Little Tikes has donated an incredible gift fund of over £5,000 worth of its toys.

Little Tikes worked closely with experiential marketing team Sense London to develop the engaging and creative 12m x 12m spaces across the UK, inviting families to take some time out and play big. Giant Little Tikes products were played alongside iconic toys to encourage adults to release their inner child alongside their children.

Michelle Lilley, head of UK marketing for Little Tikes, commented: “The Play Big Tour has been a hugely exciting and successful activation for the brand and a big statement for Little Tikes to celebrate its milestone anniversary. Working with regional charities along each stop of the tour added a fantastic angle to our journey, enabling guests to take part in giving back to the local community whilst making precious memories with their nearest and dearest.”

Charities involved across the tour included:

  • Lakeside – Child First Trust and East Anglia Children’s Hospice
  • Westfield – Every Parent and Child, and Walthamstow Toy Library
  • Merry Hill – Tiny Tim’s Children’s Centre and Kids UK
  • Metrocentre – North East Autism Society and Cedar’s Academy
  • Centre:MK – Milton Keynes Play Association and Henry Allen Trust


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