Chapman Entertainment's Raa Raa the Noisy Lion has been going down a storm with audiences at a series of appearances at Westfield shopping centres throughout the school holidays.
The Easter tour kicked off with a visit to Westfield London on April 2nd, followed by Westfield Derby and Westfield Merry Hill. At each event, young fans got the chance to meet Raa Raa and Ooo Ooo the Monkey as part of a special interactive show.
The events were publicised on in-centre posters, digital displays and banners, as well as online and through direct mail.
Over 1,500 children came to the Merry Hill event alone.
Additional support also came from The Entertainer, which offered a free Raa Raa DVD with every purchase from Tomy's toy line, plus the chance to take part in a treasure hunt to win a goody bag.
"Taking Raa Raa out on the road has been a huge success and a big Easter treat for thousands of young children getting the chance to meet their favourites from the show," said Chloe Grant, head of marketing at Chapman.
Briana Cross, national marketing manager at Westfield, added: "We have been overwhelmed by the response to the Raa Raa tour and have seen some of our largest crowds ever of families and fans looking to meet the characters."
CPLG handles the licensing programme for Raa Raa, with over 20 partners on board across categories such as toys and games, homewares and stationery. Licensees include BBC Worldwide (DVD), Tomy (toys) and Penguin (publishing), all of which are reporting strong sales at retail.