Nestle Rowntree creates branded play area for kids

Nestle Rowntree is opening a branded play area at Bluewater shopping centre in Kent to cement its family positioning and build loyalty to its brand portfolio.

The company, owner of the Kit Kat, Toffee Crisp and Smarties brands, is launching an attraction called The Nestle Rowntree All Stars Active Zone in the run-up to the Easter break. The area features four interactive zones, each associated with a Nestle confectionery brand.

It represents a significant step for the company, which hasn't experimented with a physical presence of this kind before. It also reinforces Bluewater's appeal to brand manufacturers, following similar initiatives with companies such as Wall's Ice Cream.

The Nestle Zone comprises a Rowntrees Garden, where children can play and explore caves; the Smarties Zone, designed to test kids' agility through a series of puzzles; the All Stars Zone, allowing youngsters to perform dance routines and produce songs; and the Milkybar Zone, where children can help the Milkybar Kid deliver chocolate around the world.

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