Little Tikes celebrates early success for Play Big tour with kids and families

Little Tikes is celebrating the success of its first two stops of the Play Big UK tour this spring, having already seen around 5,000 adults and children engage with the brand in its milestone anniversary campaign.

Families at intu Lakeside and Westfield White City shopping centres were welcomed to the creative play spaces across the two locations, with children engaging in solo play and role play, while big kids had the chance to take the giant Cozy Coupe for a test drive.

An estimated 643,000 consumers saw the eye-catching set-up and playful brand activation over the first two dates. The Play Big tour aims to encourage families to play, be active and create new memories together and is focused on getting consumers hands on with Little Tikes products – big and small.

As art of the Play Big tour, adults and children are invited to pledge support to one of two charities local to each location via special coins. Following each event, the bespoke donation stations will be emptied, coins counted and the charities will be gifted in Little Tikes toys.

Little Tikes has worked closely with the experiential marketing team at Sense to develop the engaging and creative 12m x 12m space for families to take some time out and play. Giant Little Tikes products are displayed to encourage adults to ‘release their inner child’, along with kids’ favourite toys including the Cape Cottage, Rocking Horse and My First Slide.

The Play Big tour includes five UK shopping centres over the course of the tour – with three still remaining to contribute to and complement its huge success so far. Saturday 13th and Sunday 14th April will see it set up shop at intu Merry Hill, Tuesday 16th and Wednesday 17th April it will head to intu Metrocentre and finish its run at Centre:MK on Friday 19th and Saturday 20th of April.

Michelle Lilley, head of marketing for Little Tikes UK, said: “We have been overwhelmed with the reaction to our first Play Big event this year. It’s so exciting to see families playing together and simply having a great time as it’s not something we all have lots of time to do day-to-day – and of course we’re celebrating a huge milestone birthday for the brand in doing so.

“There is still a chance for more families to come and play with us at one of our remaining tour dates. Bring along your son, daughter, niece, nephew, cousin or friend – it’s big fun for everyone.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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