Novotel teams with Toyology on Toy Chest initiative

Curated toy boxes will be added to the kids' area at all UK Novotel hotels this summer, packed with toys from Hasbro, John Adams, LEGO and more

Written by Rhys Thomas

Posted 05.08.2019 | Business

Novotel teams with Toyology on Toy Chest initiative thumbnail

The Novotel hotel chain has launched a play initiative across its UK properties in association with Toyology.

The team at Toyology have created a Toy Chest packed full of playthings that will sit in the Novotel hotel Kids Corners to keep kids entertained through the summer holidays and beyond.

Working alongside Hasbro, John Adams, Asmodee, Coiledspring, Smyths’ own brand Squirrel, LEGO, Brio and Ikea, the installation includes games and toys which appeal to kids of all ages to play solo and also inspire families to play together.

The branded Toy Chests have been curated and installed by the Toyology team who will manage these Make time to play chests packed with family fun from several leading toy brands.

Peter Jenkinson CEO of Toyology says: “We’re super psyched to be working with Novotel to further bring their kids play spaces to life. With the addition of our Toy Chests, we really think it is an amazing analogue addition to what is already on offer.”

“We’re huge proponents of analogue play, the creativity it unleashes just cannot be beaten. Of course many playthings come with rulebooks but watching kids go off-piste and create their own play patterns and how they collaborate with each other is an utter joy.Bringing the Toy Chests to Novotel hotels across the UK gives kids and families visiting from across the country or further afield the space, time and inspiration to engage in creative play and space quality time together, whatever the weather.”

Stephanie Rowe, UK Head of Marketing for Novotel adds: “Novotel’s Make Time to Play toy chest is a simple idea to encourage parents and kids to play together, the Toyology team have delivered an absolutely on-brand experience for us. At Novotel we are all about Time Well Spent and for many of our family guests quality time centres around play – we wanted to encourage and inspire that.”

Already known for offering family-friendly accommodation, the Toy Chest is the latest addition to the hotel’s child-friendly philosophy.

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