Rainbow Productions, a leading character events company and mascot manufacturer, has announced plans to drive attendance to retail revenues with popular character appearances at retail venues throughout 2023.
The award-winning experience provider supplies a wide range of meet and greets, with its preschool and early years range featuring popular IPs such as Bing, Bluey, The Gruffalo and Octonauts.
Retail tours with in-store events are proven to immediately improve average sales on character-related items, in some cases by as much as 200%, in addition to increasing brand visibility and customer engagement.
As an example, the Elves Behaving Badly brand, owned and created by PMS International, hired Rainbow Productions to oversee its 2022 Christmas EBB Tour of UK shopping centres for a consecutive year after its popularity at the end of 2021.
Children had the opportunity to watch Elfie and Elvie in action as they performed tricks and played holiday games, with the tour also serving to increase awareness of the brand and promote stores carrying its products.
Revenue generating opportunities
With high streets expected to be significantly busier this year, Rainbow Productions anticipates that over half of its scheduled character appearances will ensue in retail locations. Additionally, when scheduled around important dates and product launches, retail visits are ideal for raising consumer spending and brand exposure.
These appearances can result in significant increases in the general public’s attendance as well as a surge in the sales of authorised items if operators deploy tactical marketing and sales points.
Managing director Simon Foulkes says: “Character appearances deliver high-quality experiential brand interactions with families, allowing children to see their on-screen heroes in person, and retailers to create in-store theatre and boost footfall.
“No wonder we are already experiencing a very busy 2023 – but we expect it to get even busier!”
Last month Rainbow Productions confirmed the appointment of two new directors who will oversee sales, marketing and licensing.
