With children poised to flood into parks, shopping centres and more as the schools break up for summer holidays, Simba Smoby has unveiled plans to entertain under-fours at KidZania in London’s Westfield shopping centre in west London.
Simba Smoby’s month-long partnership with the play zone for young children in the mall will see its Smoby indoor toys appearing in a branded, dedicated section within KidZania.
It’s part of the company’s summer activity, which includes sponsorship at August’s Glowormfamily-friendly festival and will be highlighted by celebrity ambassador Ashley James, with the DJ and presenter highlighting the activity on her Instagram, with other influencers also taking up the baton.
“Smoby prides itself on providing toys that transport children into new worlds and possibilities
Sophie Bryan, Brand Manager at Simba Smoby UK
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.”
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 preschoolers. 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.”
