SME plans a kids fair at Excel

Single Market Events (SME) is to stage its first event at Excel with the launch of kids consumer show Big Day Live: the best day out ever.

Single Market Events (SME) is to stage its first event at Excel with the launch of kids consumer show Big Day Live: the best day out ever. The event will take place at the venue in London’s Docklands from 28-30 October during the school half-term. It will target children aged seven to 13 and comprise ten zones that will reflect the interests of that age group. These include Pop World, Style Trial, Sun, Sea and Surfing, Cyberspace, and Movie and Bookworms. The activities will include stage and live performances. SME managing director Tim Etchells said: “This will be a great day out for kids at an age when they are just getting into brands. It’s also a huge marketing opportunity for brands in the run-up to Christmas.” SME researched the idea for a year. It talked to the target market about their likes and dislikes and asked brands how they reach teenagers. “Experiential and interactive marketing is huge,” said Etchells. “It’s a chance for young consumers to get their hands on products and experience them.” He added: “People love live theatre and activities. They want to be entertained and this is the way forward.” More than 200 sports com- panies, high street retailers and accessory brands are expected to participate, either through exhibiting or by sponsoring show features. The three-day event aims to attract more than 30,000 visitors. Referring to the decision to take the show to Docklands, Etchells said: “I am excited about the prospect of consumer shows at Excel.” Plans to launch a second SME event at the Docklands venue are in the pipeline.”

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