Little Tikes announces Play Big Tour


Iconic toy brand 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 impressive and playful campaigns to date. As the renowned 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 6th April at intu Lakeside, the Play Big Tour will run until 20th April. It will visit five shopping centres in total, including Westfield London, intu Merry Hill, intu Metrocentre and Centre:MK.

Diana Petre-Mag, Account Director at Sense, said “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.”

Michelle Lilley, Head of Marketing at 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