MAGFORMERS

MAGFORMERS celebrated Korea’s national Children’s Day by participating in C-Festival 2017 at COEX from May 3 to 7.

C-Festival is organized by the folks at COEX (COnventions and EXhibitions) to provide an in-city cultural playground from street food to pop art, and Gymworld Inc. has participated in this event from its birth in 2016. Gymboree Dream Park, inspired by an amusement park, was located in the main lobby of the convention and exhibition center which is a high-traffic area where majority visitors walked past during transition to different event venues. Occupying nearly 300 square-meters of the area to invite more visitors and promote GYMBOREE, MAGFORMERS and CLICFORMERS brands under one roof, Gymworld Inc. was the largest exhibitor at the festival in terms of the booth size.

Gymboree Dream Park was divided into 5 major zones: GYMBOREE Play Zone, MAGFORMERS and CLICFORMERS Experience Zones (2), stage and retail shop. An indoor playground was setup for GYMBOREE Play Zone where kids under 36 months of age entered with their parent or guardian to physically engage in Play & Learn activities with a variety of instruments. Tables and chairs were setup in both MAGFORMERS and CLICFORMERS Experience Zones so that people of all ages can sit down and have hands-on experience with two construction toys of distinctive characteristics. The stage was equipped with professional AV systems with broadcasting capabilities to air events live as they were happening on a super-sized LED screen on the back of the stage, so as to engage the audience and attract passers-by. Lastly, the retail shop provided an opportunity for visitors to purchase MAGFORMERS and CLICFORMERS products that they just had experienced at discounted prices.

There were a number of different events both on and off the stage to entertain guests of all ages. Stage events included: MAGFORMERS World Cup in which contestants come up to the stage to beat the clock and become the fastest creator of the ball shape using MAGFORMERS; Love and Growth Festival in collaboration with Maeil Milk, a local dairy brand, to follow a dance routine and submit video or photo to the contest website for the grand prize of 1-year enrollment voucher at GYMBOREE center or photo printer, respectively; and CLICFORMERS quiz event to promote its features and principles of the new toy by asking questions to the audience just after showing the promotional video. There were other demonstration events such as the MAGFORMERS Dream Performance by two curators and the MAGFORMERS Creator 60 Set live unpacking event by one of the curators who is also the host of the YouTube channel. Floor events included a face-painting event in which multiple designs of Gymbo the Clown is drawn by artists, a photo event in which people take a photo and upload to their social network service account with predefined hashtags, and a roulette event in which the wheel made with MAGFORMERS pieces is spun for prizes. As for props, a large merry-go-round on a turntable built with MAGFORMERS and CLICFORMERS pieces welcomed visitors at the entrance and a gigantic castle built with MAGFORMERS pieces was erected against the photo wall. Small and extra-large MAGFORMERS and CLICFORMERS builds were used as centerpieces on experience tables, statues at the photo zone outside the booth, and figures in the retail shop area. Over USD 20,000 worth of giveaway prizes were prepared to honor active participants of various events.

MAGFORMERS World Cup stage event, in particular, was most outstanding among all events as it drew overwhelming attention and interest from the crowd whose challenging and daring mind was provoked. For each round, two teams of two people, who were paired up based on their age group, stepped up on the stage and a winner was selected from each team. Fun was in the air as kids competed against others in the same age group and children competed against their moms, dads and siblings. Some of them really surprised the audience by pulling up the finished ball before their competitor – that moment when age and gender were defied by a pure skill. Both the players and the audience were stimulated in joy and excitement during the matches and the room was simultaneously filled with intensity and anxiety. There were even some pedestrians who stopped and leaned over the booth’s wall to witness the live event. The popularity of the event was well beyond expectation that the challenge is now under serious evaluation to be scaled out to a global competition.

Overall, our booth attracted over 18,000 fans and visitors in 5 days. We hope everyone enjoyed their time at Gymboree Dream Park and truly appreciate much love and enthusiasm shown towards all our brands. Happy Children’s Day!