OPPORTUNITY
U.S.A.-based leading collectible fashion brand Loungefly EU, owned by Funko, approached Kit & Caboodle to develop a U.K. exclusive launch in London to introduce its products to the EMEA market.
AMBITION
Putting on a quintessentially “London” spin on a Loungefly event, showcasing their vast portfolio of quality backpacks, wallets, and a new line of clothing “Stitch Shoppe” in a fun and engaging way which matches the detail in the bags. The aim was to attract a social media buzz in the run-up to Christmas consumer activity through exciting online U.K. and EU fan-base interest as well as generating substantial free media coverage in the trade press but also wider media interest.
HOW
Having secured an attractive townhouse in the heart of London’s buzzing Soho, coupled with an overflow capacity into the neighbouring historic pub, the Kit & Caboodle team worked closely with the Loungefly executives to come up with five sensory experiential rooms in which to showcase the products – a Circus theme complete with a bespoke ferris wheel, an Enchanted Woodland theme filled with bird-song and a delectable selection of edible cake mushrooms, a Christmas Room with all the fragrances of Yuletide wafting over a bespoke sleigh and even a full Christmas dinner plated up to share, made of cakes. Down in the basement, fans and influencers posed beside the Harajuko-styled instagram balloon wall. This collection revealed products which will not be on public sale until well into 2023, and caused huge excitement with collectors. Behind a black curtain, curious guests stumbled upon a UV-lit area where some of the “glow in the dark” effect bags gleamed in under UV light, coupled with background music themed around their bags.
With queues around the block and fans lining up in the pouring rain from 4.30am the next day to win a free Loungefly bag – the event was a clear success, and the client team including the brand’s two Founders, were delighted.
“Working with Kit & Caboodle was a joy from beginning to end. Their creative vision, communication and execution allowed us to focus on our event from a clear and concise perspective ensuring total delivery. Their total understanding and dedication to our brief ensured we were able to represent our brand in the best possible light and deliver for all our stakeholders. Their Head of Experiential, Emma in particular, had a distinct and collaborative approach to our event that ensured we always knew we were a top priority. I would highly recommend them.” JEFF VAN RENS - PR MANAGER EMEA
