Shopkins Village
Bringing more fun to Luna Park!
The Challenge

Sydney’s Luna Park is a tourist icon but return visitation is the key to all attractions. What new reason to come could Luna Park offer customers as the competitive school holiday period approached?


Stakeholder Management
Co-Brand Identity
On-Site Collateral
Marketing Collateral
Online Microsite

The Strategy

Luna Park has evergreen appeal in spades but, for blockbuster cut-through and urgency of visitation, we reasoned a promotion starring one of the moment’s hottest kids entertainment brands would be the most effective way to complement Luna Park’s existing offering and create an event that would have fans streaming in.

The Solution

One of the world’s biggest toy crazes comes from right here in Australia. Shopkins and Grossery Gang, created by local wizards Moose Toys, have racked up millions upon millions of YouTube views and even more in global sales. So we decided to create an exclusive Shopkins fan event at Luna Park over the school holidays.

With character appearances, a ‘design your own’ Shopkins competition, and heaps of activities, visitation smashed expectations and was a win-win for both brands.