On Saturday 8 July 2023 Moose Toys marked the UK retail launch of its Cookeez Makeryrange by creating a ‘Scent-sational’ Bakery in London’s Mayfair attended by influencers and their families, including Izzy Judd, wife of McFly’s Harry Judd.
The first of numerous experiential activations with which Moose is supporting its A/W23 retail launches, the Cookeez Makery Scent-sational Bakery was a one day, fully-immersive event that brought to life this new oven-themed playset, showcasing its innovative ‘magical’elements to UK children for the first time.
“We believe the innovation behind Cookeez Makery makes it a category-first product – so we wanted to create an activation that really captured children’s delight at the surprise ‘reveal’ moment when they see there’s a plush in the oven!
Moose Toys’ UK Marketing Manager, Maddi Tiscoe
Dressed in miniature aprons and bakers’ hats, 15+ child guests (accompanied by their influencer parents) entered the brightly branded space and firstly had fun at the ‘MakeryStation’; replicating the play pattern of the toy, they mixed and shaped their dough into either a puppy, kitten or bunny form before placing it for 90 seconds in a giant-sized Cookeez oven.To their total surprise, when the children opened the giant oven (with help from a Baking Assistant), their dough had magically transformed into a plush! To add to their delight, the plush was warm and deliciously scented with either cinnamon or freshly baked bread, plus it made sweet sounds when squeezed and hugged.
Further fun activities for the children included cupcake decorating and a Guess the Smell game. After posing for photographs, the young bakers departed the Cookeez Makery Scent-sational Bakery with goodie bags and a new oven playset to showcase their newly acquired baking skills back at home.
Moose Toys’ UK Marketing Manager, Maddi Tiscoe comments: “We believe the innovation behind Cookeez Makery makes it a category-first product – so we wanted to create an activation that really captured children’s delight at the surprise ‘reveal’ moment when they see there’s a plush in the oven! Our Cookeez Makery Scent-sational Bakery did just that, generating a bank of authentic content which we can use to support our retailer marketing campaigns this season and for Christmas”.
Finally, the plush can be put back in the oven and a child can repeat the play pattern again and again – making it a fantastic value for money toy for parents this Christmas.”
Cookeez Makery launches at all major UK toy retailers from 17 July 2023 (RRP: £39.99). An exclusive gold-themed oven playset is also available at Smyths nationwide now.
