Plum Products has unveiled its new brand identity in the grounds of Horwood House, Milton Keynes, during an exclusive preview event.
The launch of the new brand will see Plum focus on active play with a new logo, bright and colourful retail packaging, and introducing a counter-seasonal range of role-play toys.
The new logo replaces the previous purple oval and has a tagline: the active play specialists. A soft launch of the new branding will take place in July, followed by a global consumer launch in January 2013.
Jonathan Schaffer, chairman, said: “Children can be diverted from screens, yet public playgrounds are no longer what they once were, so we provide the mechanism to create ‘active play’ at home – safely and inexpensively. The re-brand of Plum signals a new and stronger focus for the company. This is a very exciting time for us!”