Melissa & Doug launches Sticker Wow! with pop-up event

Published on: 31st October 2023

The Sticker Wow! range was launched with an event in Mayfair attended by influencers and their families and will be followed by demo days in select toy stores.

On Thursday 26th October, Melissa & Doug marked the UK retail launch of its new arts and crafts range, Sticker Wow!, by creating a pop-up in London’s Mayfair attended by influencers, celebrities and their families, including Izzy Judd, wife of McFly’s Harry Judd.

This is the first UK experiential activation for Melissa & Doug and is part of a broader marketing campaign to support its A/W23 retail launch of Sticker Wow! across the UK.

The Sticker Wow! pop-up was a one day, fully immersive event that brought to life the new range, which comprises four collectible Sticker Wow! stampers – each stamps a surprise sticker on every go – plus a travel activity book.

With one of the four animal-head stampers (Dinosaur, Tiger, Dog or Unicorn) in hand, 20+ child guests and their influencer parents were able to try out the products in a bespoke branded space. Following a trail of floor stickers, guests were led towards the giant wall activities where they enjoyed oversized activity pages from the Sticker Wow! activity book.

Play tables let them appreciate the peelable aspect of the toy for mess-free fun, and larger-than-life stamp characters were in attendance to pose for photos with the guests. A sticker challenge – to match the stamper characters with their habitats – was rewarded with a goodie bag, so that the Sticker Wow! fun could continue at home.

To further support the launch, over 15 demo day events will take place in selected toy stores around the UK during October half-term and November, where children will be able to try the product and take home their filled activity pages.

David Lubliner, head of Customer Marketing (Europe) at Melissa & Doug, commented: “This fun, immersive activation for Sticker Wow! kickstarts our marketing campaign for the launch of the range across the UK.  Timing is ideal as the content we’ve captured today will help drive footfall to our upcoming Toymaster demo days and boost awareness amongst parents buying ahead of Christmas. Sticker Wow! stampers are the perfect stocking filler.”

Sticker Wow! launches in Toymaster and selected toy stores from the end of October 2023. Sticker Refills, with 300 stickers are also available to encourage repeat purchases.

Contact 0203 911 7483 for more information, or visit


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