Top toy brand activations 2016

With Christmas being the most competitive time of year for toy brands, Event's infographic reveals headline results from the best toy activations of 2016, including work from Lego, Mattel and Hasbro.

Lego, Mattel and Hasbro are among the top toy brand activations of 2016
Lego, Mattel and Hasbro are among the top toy brand activations of 2016

Toy sales are expected to reach £1.1bn in the UK this year with 400 million toys predicted to be sold by Christmas Day. This competitive sector increasingly relies on experiential to create stand-out and to engage children and their parents. This year we have seen major activations from the big toy manufacturers. Last week, Lego unveiled a giant Big Ben at its new flagship store – the largest Lego store in the world – in London's Leicester Square.

Play-Doh has teamed up with John Lewis for eight weeks to offer shoppers the chance to buy personalised tubs of the children's modelling material, as part of the brand's 60th birthday celebrations.

Agency Sense has worked with Hasbro on brand activations for My Little Pony, Transformers and Bop It.

In August, Thomas & Friends launched 22-destination experiential tour, organised by agency Kreate.

Earlier this year, Mattel Play! opened in Liverpool, which is the company's first branded site in Europe.

Check out Event's infographic below for a summary of the key results from some of the activations.

Click on infographic below to enlarge.

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