The brand will create a dedicated Smoby Play Zone at the event as part of its family-focused marketing calendar.
Smoby’s official sponsorship of the Gloworm Festival will see the brand celebrate the Gloworm ethos of playing in a warm, welcoming and creative environment. During the two-day event, festival goers will be invited to enjoy a selection of the company’s role play toys, play houses and slides.
Mayur Pattni, UK marketing manager, said: “The past two years’ awareness drive for Smoby has been tremendously successful. We want to build on this success, with family-focused activities, that will continue to support brand awareness, whilst driving brand loyalty and retail sales.
“As an official sponsor for Gloworm Festival, we have the opportunity to take Smoby directly to the family space. We can’t wait to engage with families at Gloworm this year, and show them what play, the Smoby way, is all about. We hope to bring many Smoby smiles to the festival.”
Richard Walpole, Gloworm festival director, added: “This year’s festival is already on its way to selling out, and we’re so excited that Smoby will be joining us this year. 20,000 people are set to attend Gloworm over the course of the event, and after being stuck inside, due to the various lockdowns, we are really looking forward to engaging in some outdoor creative play in the Smoby Play Zone.”
The new partnership forms part of the firm’s wider 2022 marketing campaigns, which also includes TV, football advertising, digital support, and more.
A TV campaign for Smoby’s outdoor range is currently live and will run for a three-week burst. Then another three-week campaign is planned for the play house portfolio. November will see the brand showcase its work benches, kitchens, and the new Barber Shop and Beauty Centre.
Meanwhile, Smoby has announced it is to run an additional Premier League campaign between September and November, using the Smoby Smile LED brand advertising via the pitch side boards.