HARIBO, the UK’s leading sweet brand, has launched HARIBO Hide ‘N’ Seekers, an exciting and interactive outdoor activation, to Cannon Hill Park in Birmingham from 12th – 14th August.

The activity forms the latest instalment in the sweet company’s multi-million-pound campaign designed to inspire even more moments of childlike happiness. This represents a new and exciting way for consumers to experience fun and play with the brand.

Built around a giant inflatable arena, thousands of free tickets have been made available through Eventbrite.

During each event, participants will become ‘hiders’ that must make their way back to the Goldbear base without being caught by the super, sneaky ‘seekers’.

This brand-new open air game format takes the best bits from playground games we all know and love, with enormous inflatable HARIBO pieces, packs and iconic treats providing the perfect places to hide in, under or behind.

Extending the experience, and adding further excitement, playful training sessions will take place ahead of each event. Afterwards, winners will be ‘crowned’, and each will take their place on a specially designed podium before everyone receives a goody bag and treats.

Head of Marketing at HARIBO, Phil Murphy, comments:HARIBO is all about childlike happiness and always has been. We are excited to keep finding new and exciting ways to bring this to life for our consumers. This activity is the perfect addition to the campaign work we already do.

“The HARIBO Hide ‘N’ Seekers arena will attract people of all ages from Birmingham and bring childlike happiness to life!

“Friends and families that are looking for a fun-filled activity that they can enjoy for free should book their tickets online. It’s a great excuse to get outdoors and to play a classic family games but with a HARIBO twist.

“As well as our giant inflatable arena, participants will also have access to our pick ‘n’ mix tent. After all, no HARIBO activity would be complete without a selection of our tasty treats to try, share and enjoy!”

HARIBO Hide ‘N’ Seekers is the first instalment of the HARIBO Happy Games activation, which will become an annual experiential programme to firmly establish the brand as the perfect Summertime treat partner.

Expected to attract thousands of people, the activation will be supported by PR amplification, influencer engagement and social media content. 

For more information about HARIBO, its range of products and retail outlets in the UK, please visit: www.haribo.com/en-gb and for regular updates follow @HARIBOUKI_ on Twitter, HARIBOUKI_ on Instagram and HARIBO UK and Ireland on Facebook.

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