An important customer for any shopping centre is the busy mother with young children. Queensgate and Chartwell Shopping Centres knew they needed to create a shopping experience that was fun and easy for both Mum and the kids.
Research was conducted with Mums to find out what would keep them returning week after week. From this, a programme of activity and brief for a kids club theme and character was created.
The result was Louie; a super-friendly, extra-cuddly character and star of the Little Royals Kid’s Club. Unlike other mascots, Louie was created as a real-life lion, cuddly soft toy, and 3D character that kids can interact with at home in a story book and online.
The success of Little Royals has exceeded all expectations with membership of the kids club up 400% since the launch.