Sylvanian Town launches with world’s smallest fashion show

Published on: 22nd March 2018

Epoch making toys has kicked off an integrated marketing campaign to launch its new Sylvanian Families Town.

Epoch is unveiling a double window display and PR stunt at Hamleys Regent Street. To bring to life the Sylvanian Families Town’s main character – the designer Stella Chocolate – Epoch Japan has handmade a collection comprising 40 tiny couture outfits, modelled by Sylvanian Families characters on an automated miniature catwalk within one of the Hamleys windows. The second, larger Hamleys window display showcases the entire Sylvanian Families Town. Both windows displays will run until the end of April.

An identical miniature catwalk has also been built for display on the second floor of Hamleys, which will then go on tour as a star attraction within Epoch’s upcoming experiential roadshow – a national partnership with intu shopping centres to launch the new Town range across the UK. The roadshow commenced on Easter Saturday at intu Trafford. The roadshow will also visit intu Metrocentre, intu Merryhill and intu Lakeside this month. At each event, a gift-with-purchase promotion will drive footfall to Hamleys and The Entertainer.

Epoch has secured over 700 TVRs for its TV campaign, and a digital marketing campaign will run alongside, targeting websites and YouTube. Finally, new Town-themed in-store gondolas are being fitted into retailers nationwide over the next three months.

Yuki Otsuka, marketing manager at Epoch making toys, commented: “This is the largest product launch in the history of Sylvanian Families, so we wanted to create maximum awareness, not just amongst our core customer base but also within a broader target audience to attract the next generation of fans. We’ve therefore designed an integrated campaign across multiple channels, and we hope our unique miniature catwalk will be an exciting element, from a PR, experiential and consumer engagement perspective. As a fashion-lover myself, I’m amazed by the details of the tiny, couture outfits within Stella’s collection – I’m sure everyone is going to love them too.”


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