Playmobil has renewed its sponsorship of intu’s family club, which saw 100,000 children join the initiative within a year of its launch.
The shopping centre operator launched the scheme last May to create an year-round programme of interactive activities and exclusive offers for families, following research it carried out showing the importance parents and children place on spending quality time together.
Roger Binks, Customer Experience Director at intu, said: “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.”
A number of activities designed to encourage family playtime have been rolled out at every intu centre, including giant ball pits, laser mazes and sticker rooms. Members also receive free gifts and discounts throughout the year, including a free Playmobil toy for every new sign up.
Hundreds of Playmobil toys will be donated by intu and Playmobil to local autism charities close to each intu centre next month to mark the intu family club’s first birthday. Playmobil is also running a competition for intu family club members to win £1000 worth of toys.
Jamie Dickinson, marketing manager at Playmobil said: “The intu family club is a fantastic initiative by intu 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.”
A total of 50,000 families enrolled during the scheme’s first year, offering members promotions and offers from more than 150 retailers and brands, including Disney Store, Build-A-Bear and Penguin Books are among other family-focused brands to have partnered with intu over the last year by running exclusive competitions and events for family club members.