Smoby is celebrating a successful weekend as sponsor of The Gloworm Festival where the brand activated a hugely popular and immersive Play Zone for young families.
The brand’s range of high-quality, outdoor toys were a top attraction for thousands of festival goers, with families getting the chance to play with Smoby’s bestselling playhouses and slides. Returning for its second year at the festival, the Smoby Play Zone also gave kids and parents the opportunity to splash about with AquaPlay water toys.
To add to the outdoor Gloworm Play Zone, Smoby is also enjoying the success of its month-long takeover at KidZania London where the brand’s collection of role play toys has taken over the under 4s Kindergarten area. Celebrity brand ambassador, Ashley James, is amplifying the Kidzania partnership, which runs through to the end of August, along with additional influencers and social media.
“August is a hugely exciting month for us as we’ve created two unique opportunities for consumers to truly enjoy Smoby and AquaPlay products first-hand”
Sophie Bryan, brand manager Simba Smoby UK
Sophie Bryan, brand manager at Simba Smoby UK, said: “August is a hugely exciting month for us as we’ve created two unique opportunities for consumers to truly enjoy Smoby and AquaPlay products first-hand. Gloworm was the perfect location to showcase our outdoor playhouses and the brilliantly fun AquaPlay range, while Kidzania is a fantastic opportunity for thousands of families to see the play value and quality of the role play collection.
“This experiential marketing drive is key to building both brand awareness and loyalty and we’re incredibly pleased with how well both activations have been received.”
Looking ahead to autumn, Smoby’s share of voice will be bolstered by a huge media campaign, highlighting the lead role play lines for the season. This activity will be headlined by a TV campaign showcasing the brand’s renowned Black + Decker replica workbenches, its realistic, feature-packed kitchens including the Tefal Studio Utility and Tefal XL Bubble Kitchens, and the super-fun My Beauty Centre, through a 30 second spot. The high-impact family-focused campaign kicks off in September, ensuring the brand will be front of mind with families as they look to keep the kids entertained indoors and start thinking ahead to Christmas.
The company will also continue to invest in its always-on paid social media drive for Smoby, having committed to deliver 70,000 clicks between September and December. Whilst influencers and celebrities will further build on the brand’s significant presence in the digital space, taking the Smoby range to an even wider pool of parents.
To find out more, please email sales@simbasmoby.com or call 01620 674 778.
