Little Tikes teamed up with the home of British motor racing to showcase its Wheelz and Flyerz collection.
An exclusive press and influencer event at the iconic Silverstone race track saw the brand take over parts of the new £27m paddock, kicking off a series of marketing campaigns for the year which aim to highlight Little Tikes’ remote control and heritage Coupe ranges.
A selection of high-tier press and influencers were invited to spend the day with Little Tikes to experience an exclusive tour of the track including control room, podium and pits. To highlight its Flyerz range, guests were treated to a private helicopter ride over the track.
Michelle Lilley, head of marketing for Little Tikes, said: “The Little Tikes Wheelz and Flyerz ranges are fantastic remote control products for that important pre-school age range. The My First Flyer and Tyre Twister Lights are key drivers for the brand this year and we wanted to support them with an exciting campaign which appeals to children and parents. The partnership with Silverstone highlights the fun that can be had when spending time with your children, and supports our continuous aim to inspire imaginative play.”
The Wheelz and Flyers range includes the Tyre Twister Lights, RC Bumper Cars and My First Flyer.
The ranges will also be supported with full press outreach and a digital and social media campaign.