Sylvanian Families hits the catwalk
Epoch launches new Sylvanian Families Town range with small scale, big impact fashion show at Hamleys
A mini runway will see Sylvanian Families characters put on a one-of-a-kind fashion show today to mark the launch of the new Sylvanian Families Town range.
Epoch making toys is kicking off an integrated marketing campaign to launch its new range with the unveiling of a double window display and PR stunt today at Hamleys Regent Street, a six-week TV and digital advertising campaign, new in-store displays plus an experiential roadshow to intu shopping centres across the UK throughout April.
To bring to life the Sylvanian Families Town’s main character, designer Stella Chocolate, Epoch has created the world’s smallest fashion show in one of the two window displays it is unveiling today at Hamleys Regent Street. Stella’s debut Spring/Summer 2018 Collection comprises 40 eye-wateringly small couture outfits, handmade exclusively by Epoch Japan and modelled by Sylvanian Families characters measuring a mere 9.5cm – that’s 19 times smaller than the average, 5ft 11” life-sized fashion model. The models rotate around an automated miniature catwalk just 1m in length, watched by a Sylvanian front row, or FROW, complete with flashing paparazzi lightbulbs!
The second, larger Hamleys window display unveiled today showcases the entire Sylvanian Families Town, together with a mock London street sign, announcing the New Town with its bespoke postcode: SF1. Both windows displays will run until the end of April.
An identical miniature catwalk has also been built for display on the second floor of Hamleys for today’s press launch and in-store activities over this coming weekend. The catwalk will then go on tour as a star attraction within Epoch’s upcoming experiential roadshow – a national partnership with intu shopping centres to launch the new Town across the UK. The roadshow kicks off on Easter Saturday, 31 March, at intu Trafford in MAnchester, offering Sylvanian fans and intu customers the opportunity to enter a purpose-built Town-themed area to see and play with the new products, watch the new Town characters’ show, and enter a competition to become Stella’s intern by designing a dress for her next collection. The roadshow will also visit intu Metrocentre, intu Merryhill and intu Lakeside during April. At each event, a gift with purchase promotion will drive footfall to nearby retailers Hamleys and The Entertainer.
Yuki Otsuka, Marketing Manager at Epoch making toys, said: “This is the largest product launch in the history of Sylvanian Families, so we wanted to create maximum awareness not just amongst our core customer base but also within a broader target audience to attract the next generation of fans. We’ve therefore designed an integrated campaign across multiple channels, and we hope our unique miniature catwalk will be an exciting element, from a PR, experiential and consumer engagement perspective. As a fashion-lover myself, I’m amazed by the details of the tiny, couture outfits within Stella’s collection. I’m sure everyone is going to love them too!”.
To support the above and drives sales within this initial launch period, Epoch has secured over 700 TVRs for its TV campaign which runs from now until 8 April. These adverts will promote the Town’s hero products, namely the Grand Department Store, Designer Studio (run by Stella Chocolate) and Ride Along Tram. A digital marketing campaign will run alongside, targeting websites and YouTube, while in-stores, new Town-themed gondolas are being fitted into retailers nationwide over the next three months.
The new Sylvanian Families Town comprises 22 lines including the award-winning Grand Department Store (complete with workable lift and revolving door) on the Town’s main street as well as the Delicious Restaurant, Creamy Gelato Shop and Designers Studio. An exciting urban destination for the Village characters to visit on a special day out, the new Town is also where the older sister characters work, doing their dream jobs. Getting around the Sylvanian Families Town is easy via the red and gold Ride Along Tram and when darkness falls, there are workable street lights to throw a warm glow over the pastel-coloured buildings.