The Background
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• The Molang weekend at the Toy Kingdom in Harrodswas a huge success.
• We engaged with thousands of families at the ‘retail theatre’ event over the course of the weekend, creating huge brand awareness for Molang.
• We also hosted an exclusive media morning for parenting and consumer journalists and their children – 13 consumer, trade, national and parenting titles were represented at the event.
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the experience
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• The ‘retail theatre’ took place for the duration of the weekend,throughout store opening hours.
• There was a Molang photo booth where customers had the chance to dress up and pose,transforming them into a number of different Molang scenarios.
• The Molang and Piu Piu character costume were present throughout the weekend to engage with children.
• Visitors also had the chance to send a Molang brandedpostcard to their best friend, in keeping with the brand values.
• We had a huge space in the soft-toy room of the Harrods Toy Kingdom.We even had their screen fixture wrapped in a Molanggraphic and had Molang episodes playing throughout the weekend, this activity lasted beyond the launch weekend.
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the media experience
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• We held an exclusive media event as part of thelaunch activity in Harrods.
• Consumer, national and parenting media were invited with their children to the Toy Kingdom before store opening hours.
• They were treated to all the elements of the retail theatre event as well as a special Molang inspired breakfast and sweet treats, face-painter and goody bag.
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