Little Tikes announces Play Big Tour

Little Tykes is marking its 50th birthday with experiential marketing activity across the UK during April run by Sense.

This spring, Little Tikes is set to launch one of its most playful campaigns to date. As the toy brand celebrates its milestone year in the industry, it will launch its anniversary campaign entitled Play Big.
To kick off the celebrations, Little Tikes is embarking on a UK tour created by global brand experience agency Sense, as it brings Play Big to parents and children throughout the UK. Encouraging more families to play, be active and create new memories together, Play Big is focused on getting consumers hands-on with Little Tikes products.
Launching on Saturday 6 April at intu Lakeside, the Play Big Tour will run until 20 April. It will visit five shopping centres in total, including Westfield London, intu Merry Hill, intu Metrocentre and Centre:MK.
“A 10 metre by 10 metre creative play space will appear at each shopping centre location, fitted out with iconic Little Tikes products as well as giant sized for the whole family to enjoy.” explained Sense Account Director Diana Petre-Mag.
Commenting on the campaign, Michelle Lilley, head of marketing for Little Tikes UK, said: “This is one of many activations we’re embarking on as part of our celebratory year and we’re so excited to be launching our Play Big tour. We couldn’t think of a better way to celebrate our milestone year than engaging with the UK through play. We’re aware that busy parents don’t often get the chance to play with their children as much as they’d like, the tour will encourage parents to take some time out, make memories and play together. We’re welcoming parents, grandparents, guardians, aunties and uncles to come and celebrate play with us over the Easter Holidays.”
The Play Big Tour dates are as follows:
Saturday 6th April & Sunday 7th April – intu Lakeside
Wednesday 10th & Thursday 11th April – Westfield London
Saturday 13th & Sunday 14th April – intu Merry Hill
Tuesday 16th & Wednesday 17th April – intu Metrocentre
Friday 19th April & Saturday 20th April- Centre:MK
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