Kinetic Sand digs in for last days of summer

Spin Master teams with The Entertainer to celebrate final throes of summer with buried treasure activation at UK beach events

Written by Rhys Thomas

Posted 29.08.2019 | Products

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Spin Master has joined forces with The Entertainer to celebrate the last day of Cwmbran Centre’s The Beach summer event on Saturday 31 August.

Based in Gwent Square, the large beach area will be playing host to Kinetic Sand, where kids can join in the Big Dig to find gold. Fifty of the 200 Kinetic Sand pots buried in the sand will be marked with gold stickers, and kids who are lucky enough to unearth them can visit the nearby The Entertainer store to claim a free Kinetic Sand Sandbox Set.

The Big Dig event is the culmination of a summer of experiential activities for Kinetic Sand, although there is still more to come, with activities at a number of upcoming Smyths store openings and birthday parties before the end of the year.


Ella Newman, Kinetic Sand Senior Brand Manager at Spin Master UK says: “We’ve had huge amounts of fun taking Kinetic Sand out and about and getting it into kids hands this summer. It never fails to offer a tactile and mesmerising experience and people both young and old simply can’t resist getting their hands stuck in!”

The positive response to Kinetic Sand at events this summer has been mirrored online. The creative play stuff has become a staple for satisfying ASMR videos on social media, and on YouTube the key word ‘Kinetic Sand’ has garnered 32 billion views.

“With the latest craze ASMR (Autonomous Sensory Meridian Response) sweeping the internet, Kinetic Sand has gained further popularity as the experience of playing with or watching videos of the compound helps to reduce stress levels and relax, lending itself perfectly to “ASMRtistry” as it is becoming known,” Ella adds.

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