The hotel chain is known for its family-friendly accommodation. 

Novotel, part of the global Accor portfolio of hotel brands, has launched an initiative across its UK properties in association with Toyology. The team at Toyology has created a Toy Chest containing a portfolio of playthings that will sit in the Novotel hotel Kids Corners to enhance the offering and keep kids entertained through the summer holidays and beyond.

Already known for offering family-friendly accommodation, the Toy Chest is the latest addition to the hotel’s child-friendly philosophy. The branded Toy Chests have been curated and installed by the Toyology team, which will manage the ‘Make time to Play’ chests. Each is packed with family fun from several leading toy brands. Working alongside Hasbro, John Adams, Asmodee, Coiledspring, Smyths own-brand Squirrel, Lego, Brio and Ikea, the installation includes games and toys which appeal to kids of all ages, and allows for both solo play and family playtime.

“We’re psyched to be working with Novotel to further bring its kids play spaces to life; we think our Toy Chests are an amazing analogue addition to what is already on offer,” says Peter Jenkinson CEO of Toyology.

Stephanie Rowe, UK head of marketing for Novotel, added: “Novotel’s Make Time to Play toy chest is a simple idea to encourage parents and kids to play together. The Toyology team has delivered an absolutely on-brand experience for us. At Novotel we are all about Time Well Spent, and for many of our guests quality time centres around play – we wanted to encourage and inspire that.”

“We’re huge proponents of analogue play, the creativity it unleashes just cannot be beaten. Many playthings come with rule books, but watching kids go off-piste and create their own play patterns, and how they collaborate with each other, is an utter joy,” added Peter. “Bringing the Toy Chests to Novotel hotels across the UK gives kids and families visiting from across the country or further afield the space and inspiration to engage in creative play and spend quality time together, whatever the weather.”