Playmobil continues backing for Intu's interactive family club

Toy brand Playmobil has renewed its sponsorship of the family club run by shopping centre group Intu, after more than 100,000 children joined the club in its first year.

Intu launched the family club in May 2018, to create a year-round programme of activities and exclusive offers for families. The initiative was based on Intu research that highlighted the importance both parents and children place of spending quality time together.

Activities provided so far have included giant ball pits, lazer mazes and sticker rooms. Free gifts and discounts are provided through the year, and each new joiner receives a free Playmobil store. More than 150 retailers – including Disney Store, Build-A-Bear, and Cath Kidston – provide exclusive offers to club members. Brands including Virgin Holidays and Penguin Books have collaborated with Intu, to run exclusive events and competitions.

“We launched Intu’s family club after our research showed that many parents and children felt they didn’t get to spend enough quality time with each other. We already ran a successful kids club which offered school holiday activities for young children but our focus with the Intu family club has been on working with fantastic brands like Playmobil to create more things for parents and children to enjoy together whenever they visit us,” says Intu customer experience director Roger Binks.

“Families can now come to any of our centres at any time and find something that will bring a smile to their faces and the chance to create some precious family time. We know it’s working when we see families enjoying one of our family club activities together and when new brands approach us to become part of the scheme because of the customer engagement it’s providing our partners,” adds Binks.

Playmobil marketing manager Jamie Dickinson adds: “The Intu family club is a fantastic initiative… and one that we’ve been thrilled to partner with them on since its launch last year. Together we’ve been able to reach 100,000 children and Playmobil fans, and share with them the benefits family play can bring.”

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