Playmobil has renewed its sponsorship of the shopping centre owner intu’s family club after more than 100,000 children joined the initiative within a year of its launch.
The retail brand launched the scheme last May to create an all-year-round programme of interactive activities and exclusive offers for families, following research it carried out showing the importance parents and children place on spending quality time together.
A number of activities designed to encourage family playtime have been rolled out at every intu centre, including giant ball pits, laser mazes and sticker rooms. Members also receive free gifts and discounts throughout the year, including a free Playmobil toy for every new joiner.
50,000 families have enrolled during the intu family club’s first year, comprising double the amount of children members, and more than 150 retailers including Disney Store, Build-A-Bear and Cath Kidston now provide exclusive offers as part of the initiative. Virgin Holidays and Penguin Books are among other family-focused brands to have partnered with intu over the last year by running exclusive competitions and events for family club members.
The renewed partnership will see hundreds of Playmobil toys donated by both intu and the global toymaker to local autism charities close to each intu centre next month to mark the intu family club’s first birthday. Playmobil is also running a competition for intu family club members to win £1000 worth of toys.
Roger Binks, customer experience director at intu, said: “We launched intu’s family club after our research showed that many parents and children felt they didn’t get to spend enough quality time with each other. We already ran a successful kids club which offered school holiday activities for young children but our focus with the intu family club has been on working with fantastic brands like Playmobil to create more things for parents and children to enjoy together whenever they visit us.”
“Families can now come to any of our centres at any time and find something that will bring a smile to their faces and the chance to create some precious family time. We know it’s working when we see families enjoying one our family club activities together and when new brands approach us to become part of the scheme because of the customer engagement it’s providing our partners.”
Jamie Dickinson, marketing manager at Playmobil, added: “The intu family club is a fantastic initiative by intu and one that we’ve been thrilled to partner with them on since its launch last year. Together we’ve been able to reach 100,000 children and Playmobil fans, and share with them the benefits family play can bring.”
Research commissioned by intu last year found that the average family feels they have just three hours of quality time together at weekends and only 37 minutes on weekdays. Less than half of parents (49 per cent) said they find the time to regularly play with their kids and 61 per cent say they don’t think they devote enough time to playtime.