El Corte Inglés presents its own brand of toys

With life-size giraffes, trees and bridges with moss in a dreamlike setting, El Corte Inglés has presented its own brand of toys.

The English Court has decided to take the step of unifying under the same proposal the different stamps belonging to the categories of the game that it had. Thus, under the firm’s own name, it has presented his own brand of toys.

A team from the company has been in charge of designing the illustrations, updating the image and developing the ‘packaging’ for these toys. El Corte Inglés has decided to launch it on the market in a very visual way, through a ‘showroom’ completely taken from a fairy tale.

In their Thomas Breton workshops, in Madrid, has recreated a dreamlike, magical world inhabited by the firm’s toys. With huge trees, plants, animals and butterflies, the visitor feels inside a world of giants, in a totally immersive setting that draws the attention of the inner children (and those that remain so on the outside, of course) from the first moment.

In every corner we see elements, from rag dancers jumping from one floor to another to giant plants with glittering puzzles or wooden paths and bridges surrounded by moss and sand. All this, passing through a life-size giraffe, invites you to take a selfie as you pass under it.

For several weeks the latest trends will be shown to professionals in the ‘showroom’. After its premiere in the aforementioned workshop, the idea is that it be replicated for Christmas in some stores by El Corte Inglés, so that everyone can experience this immersive staging.

E-commerce and sustainability go hand in hand in this new stage of El Corte Inglés

The products of the El Corte Inglés brand will be renewed little by little to be accessible for all types of ages. In addition, the company is aware of the e-commerce growthSo the engaging physical experience will be combined with the convenience of doing it digitally.

In this phase, attention has been paid to sustainability. In this sense, it has a development of sustainable toys from its own brand and from regular suppliers. El Corte Inglés has launched this year the shops of Toys that Take Care of the Planet in more than 70 centers.

“Caring for the Planet is the most important game”, is the message with which it is welcomed in these stores full of sustainable toys. Some of the proposals that can be seen here are stuffed animals made with plastic recovered from the sea or wooden toys certified with the FSC seal, made with recycled cardboard, bioplastic, recycled cellulose and even with fabric developed from fishing nets rescued from the sea.

El Corte Inglés toy showroom in the brand's workshop in Tomas de Bretón (Madrid)

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