Smoby announces month-long partnership with KidZania London

Published on: 20th July 2023

This August will see the Smoby brand take over a designated play zone for under-4s in the interactive role-play city, KidZania London.

Located in Westfield Shopping Centre in Shepherd’s Bush, KidZania is a popular destination for families, welcoming thousands throughout the summer holidays.

Household brands such as British Airways, Pokémon and Metro News are just some of the existing partners who help to bring realism to KidZania’s immersive role-play activities. Smoby’s month-long partnership will allow younger visitors under four and their parents a unique opportunity to play exclusively with the Smoby collection of indoor role-play toys in a dedicated, branded space within the city designed just for kids.

Perfect for pre-schoolers, the Smoby Role Play collection offers a realistic role-play experience with high-quality, durable and detailed toys and accessories. Best-sellers include the Tefal Studio Kitchen XL Bubble and the Beauty Centre, with licensed Black and Decker and Maxi-Cosi lines also offering true-to-life replicas for young explorers.

Sophie Bryan, brand manager at Simba Smoby UK, said: “Smoby prides itself on providing toys that transport children into new worlds and possibilities. KidZania, with its purpose-built role-play city for children, is therefore the perfect partner for our brand. Offering families the opportunity to play with Smoby products at length and experience first-hand their quality and play value is integral to our marketing strategy.”

Ashley James, Smoby’s celebrity ambassador, will be bringing huge awareness of the brand’s KidZania take over. The presenter and DJ will be actively promoting the partnership via her Instagram channel, driving visitor numbers throughout the month with both feed post and story content. Other high-profile Instagrammers will help amplify further the Smoby KidZania activation, with messaging also to be circulated via the Smoby and KidZania’s social media pages and websites.

Smoby’s experiential marketing drive will also see the brand have a huge presence at next month’s Gloworm Festival, showcasing its impressive portfolio of outdoor playhouses and slides, in the 24 x 24 metre Smoby Play Zone.

Patricia Rayneau, chief operating officer at KidZania London, said: “We are thrilled to partner with Smoby this August to enhance our role-play experience for families with pre-schoolers. At KidZania, we are well-known for our school-age offering, and now, with the support of Smoby, we can take our existing early-years play zone to the next level during the summer holidays.”


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