Flair is opening a Sylvanian Families art exhibition during half-term to celebrate the 25th anniversary of the girls' brand.
'Sylvanian Families: A study in Art' will take place from Monday, October 29th until Sunday, November 4th at The Strand Gallery in London.
The event will include around 40 pictorial, photographic and sculptural pieces that have been provided by professional artists, art students, parents and children; following the simple brief of: "What does Sylvanian Families mean to you?".
The exhibition will be free to visitors and is situated just steps away from Charring Cross Station in the Heart of London’s West End gallery and theatre districts. A launch event will take place on the evening of October 29th with a VIP and press champagne reception.
All pieces of art will also be available for purchase with funds raised being donated to The Toy Trust.
Flair girls' marketing manager Holly Lackey said: "We are all incredibly excited about the Sylvanian Families: A study in Art Exhibition. We have, as always, supported the brand with a highly successful marketing strategy of TV adverting, kids press, retailer competitions and sponsorships.
"But this year we wanted to add a totally new approach that would excite and capture the imagination of the British public.
"We have already had a tremendous response from artists wanting to be involved and we hope to produce an eclectic view of all things Sylvania.
"We believe that this will be a delightful one-of-a kind visitor attraction for families, and art lovers to enjoy together."
Lucinda Chua, gallery manager, added: "When we were first approached by Flair to hold this exhibit we immediately agreed. This is just the sort of event that will ignite children’s love of art and demonstrate just how fun and inspiring art can be, no matter the topic."
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.