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TOMY takes sustainable approach to unboxing trend with Britains’ Farm in a Box

TOMY is taking a sustainable approach to the current trend for toy unboxing through the latest launch from its Britains brand, Farm in a Box, marking the arrival of a new line the sees the packaging become part of the total play experience.

Toys in the Farm in a Box range arrive in a cardboard box that unfolds and transforms into a farmyard scene itself, allowing children to incorporate the packaging into their imaginative play. Each box will house an authentic 1:32 scale model John Dere tractor, trailer, loader, hay bales, fencing and animals to play with.

Billed as a first of its kind for TOMY and the Britains brand, Farm in a Box also features colour-in scenes for children to get creative with, while the box can also fold out to double up as a trailer attachment, a milking parlour, a series of animal pens, stables, and more. On top of this, each part of Farm in a Box fits back together, making for some handy storage, too.

The specially designed box is also made of recycled card and features durable, precision-molded toys.

Claire Ridley, head of EU Brands at TOMY, said: “It’s a really exciting time for Britains as we approach our 100th year anniversary in 2021. The brand has gone from strength to strength throughout its reign as a leading agricultural toy brand, constantly adapting to resonate with all generations, old and new.

“To maximise awareness and engagement among new audiences, we have invested in both social media and PR to demonstrate the fun our Britains portfolio can bring. With nearly 50,000 followers across Facebook and Instagram alone, families are engaging with not only our products but us as a brand in a more modern age.

“While this is the latest edition to the Britains’ portfolio, we have many more to exciting launches to come over the course of the next year as we celebrate this 100-year milestone – so watch this space.”

Suitable for young farmers aged three years old and upwards, Farm in a Box stock is available now. Retailers can contact customer services to stock.

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