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Little Tikes Play Big tour off to storming start

Toy brand applauds 50th anniversary with celebrations across the UK.

Little Tikes is celebrating after a strong start to its Play Big tour, drawing big audience at intu Lakeside, Westfield White City and intu Merry Hill.

Almost 5,000 adults and children were welcomed to the creative play spaces across the first two locations, with children engaging in solo play and role-play with new friends.

Bigger kids also had the chance to take the iconic giant Cozy Coupe for a test drive, and an estimated 643,000 consumers saw the eye-catching set-up and playful brand activation.

The Play Big tour aims to encourage families to play, be active and create new memories together and is focused on getting consumers hands on with Little Tikes products – big and small.

Part of the Play Big tour also encompasses a local charity concept, inviting adults and children to pledge support to one of two charities local to each location via special coins. Following each event, the bespoke donation stations will be emptied, coins counted and the charities will be gifted in Little Tikes toys.

The tour continues this week, arriving at intu Metrocentre on April 16 and 17, before visiting Centre: MK on April 19 and 20.

“We have been overwhelmed with the reaction to our first Play Big event this year,” said Michelle Lilley, head of marketing at Little Tikes. “It’s so exciting to see families playing together and simply having a great time as it’s not something we all have lots of time to do day-to-day – and of course we’re celebrating a huge milestone birthday for the brand in doing so.

“There is still a chance for more families to come and play with us at one of our remaining tour dates. Bring along your son, daughter, niece, nephew, cousin or friend – it’s big fun for everyone.”

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