Little Tikes is celebrating the success of its Play Big tour, an initiative that visited five shopping centre locations across the UK as part of the brand’s 50th anniversary year.
Almost 20,000 adults and children from across the UK took part in the toy firm’s nationwide campaign, as they enjoyed Little Tikes’ themed play spaces over the month-long activation. The toy brand embarked on the tour with the aim of bringing families together, while encouraging them to support their local children’s charities.
Little Tikes partnered with a series of local community charities across the campaign, each of which were featured on bespoke Donation Stations. Visitors were given special coins equivalent to toy values to support the charity of their choice.
The company has reported an ‘overwhelming amount of support’ that was garnered throughout the tour for the ten charities chosen by the firm. Little Tikes has now donated a gift fund of over £5,000 worth of Little Tikes toys, bringing play to children across the UK.
Little Tikes worked closely with experiential marketing team – Sense London to develop the engaging and creative 12m x 12m spaces across the UK. Giant Little Tikes products were played alongside some iconic toys to ‘encourage adults to release their inner child alongside their children.’
Michelle Lilley, head of UK marketing for Little Tikes, commented: “The Play Big Tour has been a hugely exciting and successful activation for the brand and a big statement for Little Tikes to celebrate its milestone anniversary.
“Working with regional charities along each stop of the tour added a fantastic angle to our journey enabling guests to take part in giving back to the local community whilst making precious memories with their nearest and dearest.”
The charities involved across the Little Tikes UK tour, include Child First Trust, East Anglia Children’s Hospice via its Lakeside stop, Every Parent and Child, Walthamstow Toy Library via its Westfield stop, Tiny Tim’s Children’s Centre, Kids UK, via its Merry Hill stop, North East Autism Society, Cedar’s Academy via its Metrocentre stop, and Milton Keynes Play Association, Henry Allen Trust via its Centre:MK stop.