Toyology partners with Novotel for Toy Chest children’s playtime initiative

Toyology has formed a partnership with Novotel, the chain of hotels belonging to the Accor portfolio, to launch a new toys and children’s zone initiative across its UK properties.

Under the partnership, the team at Toyology has created a Toy Chest containing a portfolio of playthings that will sit in the Novotel hotel Kids Corners to enhance the hotel’s offering and keep kids entertained through the summer holidays and beyond.

This is the latest move for Novotel towards building on its already firmly established reputation as a family-friendly chain of accommodation.

Each branded Toy Chest has been curated and installed by the Toyology team, who will manage these “Make time to play” chests featuring product from several leading toy brands, including the likes of Hasbro, John Adams, Asmodee, Coiledspring, Smyths’ own brand Squirrel, LEGO, Brio, and Ikea.

“We’re super psyched to be working with Novotel to further bring their kids play spaces to life, with the addition of our Toy Chests we really think it is an amazing analogue addition to what is already on offer,” said Peter Jenkinson CEO of Toyology.

Stephanie Rowe, UK head of marketing for Novotel added: “Novotel’s Make Time to Play toy chest is a simple idea to encourage parents and kids to play together, the Toyology team has delivered an absolutely on-brand experience for us. At Novotel we are all about Time Well Spent and for many of our family guests quality time centres around play – we wanted to encourage and inspire that.”

Jenkinson continued: “We’re huge proponents of analogue play, the creativity it unleashes just cannot be beaten. Of course many playthings come with rulebooks but watching kids go off-piste and create their own play patterns and how they collaborate with each other is an utter joy.

“Bringing the Toy Chests to Novotel hotels across the UK gives kids and families visiting from across the country or further afield the space, time and inspiration to engage in creative play and space quality time together, whatever the weather.”

For more info on the initiative and the hotels involved take a trip to and

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both 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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