EPOCH making toys – the company behind collectible toy brand Sylvanian Families – is launching its new Town range by creating the world’s smallest fashion show, unveiled at Hamleys Regent Street on Thursday March 22nd. A UK-wide experiential roadshow tour with intu shopping centres will follow in April.

The fashion stunt, devised by Bath-based agency Highlight PR, comprises two miniature automated catwalks on which Sylvanian Families figures (just 9.5cm tall) will model 40 ‘petite’ haute couture outfits.

Handmade by EPOCH’s R&D designers in Japan specifically for the launch, these eye-wateringly small outfits feature couture quality details and will be presented as ‘the debut Spring Summer Collection’ of the Town’s main character, Stella the fashion designer.

Over 30 London fashion press and guests attended the Hamley’s launch, together with child look-alikes of Anna Wintour, The Queen and Karl Lagerfeld on the FROW (Front Row).

While one catwalk is part of a double window display at Hamleys Regent Street until May 2nd, the second catwalk will tour the UK as a key attraction within EPOCH’s experiential roadshow – a national partnership with intu shopping centres to launch the Town across the UK.

Devised by Bournemouth-based brand communications agency, Mad River, the Sylvanian Families Town roadshow kicks off at intu Trafford Centre on 31 March (Easter Saturday). It will comprise a branded area with purpose-built life-size replicas of the Town buildings’ facades and street lamps.

Once inside, Sylvanian fans and intu customers can see and play with the new products, watch the new Town characters perform on stage and admire the miniature fashion show. To drive consumer engagement, there will be a themed selfie corner and craft activities, with a competition to become ‘Stella’s intern’ by designing a dress for her next collection.

The roadshow will also visit intu Metrocentre, intu Merryhill and intu Lakeside during April.

Yuki Otsuka, Marketing Manager at EPOCH making toys, comments: “This is the largest product launch in the history of Sylvanian Families, so we wanted to create maximum awareness not just amongst our core customer base but also within a broader target audience to attract the next generation of fans. We’ve therefore designed an integrated campaign across multiple channels, and we hope our unique miniature catwalk will be an exciting element, from a PR, experiential and consumer engagement perspective. As a fashion-lover myself, I’m amazed by the details of the tiny, couture outfits within Stella’s collection – I’m sure everyone is going to love them too!”

To support the launch and the roadshow and drive sales, EPOCH is running a TV campaign from now until 8 April. Ads will promote the Town’s hero products comprising the Grand Department Store, Designer Studio (run by Stella Chocolate) and Ride Along Tram.

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Whole Earth, the UK’s market-leading peanut butter brand, has created the first-ever peanut butter fondue bar in Shoreditch, London, which will be open to the public on November 24^th to 25^th.

Over the two days, the Whole Earth Nut Butter Bar will offer peanut butter fans a unique dining experience including the opportunity to experiment with different dipping combinations, enjoyed in a cosy, plush interior.

Showcasing the flexibility of the spread, the event – designed and managed by experiential agency, Mad River – highlights the different ways that fans can enjoy the natural goodness of Whole Earth nut butters.

Taking visitors on an all-you-can-eat dipping and dunking adventure, Whole Earth will be bringing out favourite winter warmers but with a unique twist, offering both sweet and savoury fondues like Original Peanut Butter and Chocolate Peanut Butter.

At the end of the two-hour long event, diners will be able to take away recipe cards and information to recreate the delicious fondues at home.

To drive ticket sales the event is being supported by dedicated consumer PR and social media activity.

Katrina Farmer, Whole Earth Senior Brand Manager at Wessanen UK, which owns the brand, says: “Peanut butter is not just for spreading on toast. It can be enjoyed in a variety of ways from spooning on to cereal to adding a nutty twist to your favourite curry or as a tasty dip. This is what we wanted to celebrate with our unique Peanut Butter Fondue Bar; the wonder and diversity of our peanut butter. Packed full of protein and fibre, peanut butter fondue offers consumers an indulgent experience but with a healthier dip.”

Whole Earth is known for its innovative marketing campaigns that illustrate the healthy credentials of its nutritious spreads and the different ways they can be enjoyed. Last month, the brand organised a Pumpkin Pilates session to show how peanut butter can fuel consumers through their exercise and encourage them to keep active outdoors during the colder months.

The end of year activity follows a very successful year of fast growth for Whole Earth in the spreads category, which has seen Whole Earth remain the UK’s peanut butter market leader.

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