Sponsorship part of company’s strategy to align the brand with family-based events.
Playmobil is set to be the headline sponsor for the upcoming Gloworm Festival.
Taking place on August 18 and 19 at Thoresby Park in Nottingham, over 18,000 visitors are expected to attend the festival, which has established itself as a family favourite during the summer holidays.
The sponsorship is part of Playmobil’s ongoing strategy to align the brand with family-based events and engage directly with this key target audience.
As headline sponsor, Playmobil will enjoy full-stage branding as well as hosting a ‘meet and greet’ area (outside the main tent) where visitors will be able to interact with Playmobil characters.
Eight Playmobil characters will be on hand to entertain festival-goers in between performances on the main stage and give out prizes, including Hiccup and Astrid from DreamWorks How to Train your Dragon and the Knight and Princess.
Venkman, Spengler, Stantz and Zeddemore, who make up the mighty Ghostbusters team, will also be around to take care of any ghost-related emergencies. Additionally, the characters will be getting out and about to mingle with Playmobil fans young and old.
“At Playmobil, we’re always keen to show our support for anything that encourages families to get together and have fun while letting imaginations run wild,” said Jamie Dickinson, marketing and display manager at Playmobil UK.
“The Gloworm Festival does exactly that and we’re hugely excited to be a part of it.
“The UK toy market is a significant one for Playmobil and the brand has experienced major growth in the last 12 months, particularly in the pre-school market. Gloworm is a perfect platform to engage with families.”