Aurora World has renewed its exclusive YooHoo sponsorship campaign with the popular UK family attraction, Chessington World of Adventures Resort. The new agreement will extend the initiative for a further two years.
It follows an already highly successful two year stint for the brand that focused on the resort’s popular children’s zoo. The renewed deal now comes with a few important step changes for the brand.
From May 2019, the Children’s Zoo, now known as the YooHoo Children’s Zoo, will be decked with new imagery, signage and YooHoo graphics to reflect the new look brought to the brand by the animated series YooHoo to the Rescue. The new material will also be visible both at the entrance and the back of the main zoo.
On top of this, the newly launched range of YooHoo plush – refreshed to reflect the themes and characters of the new series – will be available in the Chessington Zoo shop.
Opened as Chessington Zoo in 1931, Chessington World of Adventures Resort today offers a theme park with over 40 rides and attractions, a Sea Life centre with over 1000 animals, and an onsite resort hotel as well as the famous Chessington Zoo.
The Children’s Zoo allows young animal lovers to interact with a range of farmyard friends, including pygmy goats, KuneKune pigs and sheep. Over 1.2 million visitors pass through the Children’s Zoo annually.
This marketing initiative launch forms part of a continuing promotional push for the new show and licensed YooHoo merchandise. Increased brand exposure for YooHoo in global markets, along with the strong promotional effect of YooHoo to the Rescue, is expected to drive demand for the plush range in particular.
YooHoo plush is already popular – sales since 2007 have exceeded 80 million – but the line has now been rebooted to reflect the themes and characters of the new series.
Aurora World continues strong partnerships with offline retail and promotions. Along with the global launch on Netflix, YooHoo toy line has already received a major launch in Japan at Hamleys Hakata and Hamleys Yokohama and in the UK at 200 WH Smiths stores.
A wider licensing and merchandising programme is now planned across many other categories, with several products ready for launch in territories worldwide from licensees such as Panini (stickers, mini figurines, trading cards), Nuvita (baby products), Apple Beauty (toiletries), Dolfin (confectionery), Kennedy Publishing (magazines), and Dev Games & Yea Studio (digital apps).
Jay Noh, director of content business, Aurora World, said: “YooHoo’s partnership with Chessington World of Adventures Resort has been very successful with visitors – and the arrival of a new series on Netflix will no doubt further enhance its popularity.
“In fact, YooHoo to the Rescue’s focus on the environment and endangered species make Chessington a particularly appropriate partner. We are delighted to announce the renewal of our partnership for another two years.”