To celebrate the upcoming release of Sylvanian Families The Movie: A Gift From Freya, we brought the brand’s timeless charm to the big screen – and into the hearts of a new generation of fans.

Hosted at VUE Cinema in London’s iconic Leicester Square, our exclusive pre-screening event was designed to delight family audiences and ignite media buzz. From a cosy VIP reception with delicious pastries and hands-on product play to a magical meet-and-greet with Freya herself, the morning offered guests a full-on Sylvanian experience from start to finish.

Playtime welcomed a hand-picked guestlist of celebrity families, journalists, and influencers – all perfectly aligned with the brand’s core audience – for a special screening and content-rich morning. With a branded backdrop for the photographers and picture agencies on-site, coverage of the event landed in national press and across Instagram within hours.

The results? A playful flurry of online chatter, rich editorial photography, and content spanning Reels, Stories and TikToks – all creating excitement for the film and the wider Sylvanian universe.