Toyota AFL Inflatable Kid Zone Playground

Background

Inflatable Kid Zone Playgrounds are an effective sponsorship recognition vehicle due to their flexibility, visibility, and engagement potential. Their modular design, which allows the configuration of 3-5 individual inflatable sports games, provides customization to fit various themes and sports genres, aligning perfectly with a sponsor’s brand or specific event themes.

Toyota Australia’s long-term sponsorship of the Australian Football League (AFL) is one of the world’s strongest sporting partnerships and will last at least 24 years. Toyota Australia remains the premier partner of the AFL, AFLW’s official automotive partner, and the league’s official community partner, including Toyota’s Good for Footy Program. Through the partnership, Toyota has supported and grown footy from grassroots to elite men’s and women’s competitions.

As a prominent automaker, Toyota’s marketing team contacted Giant Inflatables’ design team to create a suite of brand activation sports games to bolster its “Good for Footy” sponsorship program, specifically highlighting its partnership with the Adelaide Crows. They were looking for a set of inflatable sports games that would seamlessly integrate their brand as an automaker with the AFL theme. They wanted the inflatables to reflect their commitment to environmental sustainability, and they wanted their inflatable kid zone playground to be accessible to all the children, regardless of gender, age or physical ability.

The Design Process

With brand integration and accessibility in mind, the design team at Giant Inflatables utilized a suite of proven inflatable sports and brand activation models. Each unit was fabricated using PMS colour-matched materials with replaceable Velcro branding, which can be easily changed to represent the appropriate AFL Team. Thus, the Inflatable Kid Zone Playground can be used throughout Australia.

Arch Entry: An inflatable archway was positioned at the entrance of the inflatable kid zone playground. It acted as a beacon to children from a long distance, letting them know that something exciting was happening just down the road.

Kicking Enclosure: The inflatable kicking enclosure is an exciting activity appropriate for older children as they can test their kicking skills against a target. Details such as using batteries and charging to quantify points brought the participant’s attention to Toyota’s commitment to environmental sustainability with electric vehicles.

Jumping Castle: an inflatable stadium jumping castle is a favourite with children of all ages and was unmistakably designed to represent a footy stadium and field. Boldly branded with changeable branding, there is no mistaking who our favourite team is.

Race Track: The inflatable remote-controlled race track is a perfect member of this suite of sports games as, although not related to the AFL, it provides an exciting activity that could be enjoyed by any age group and provides access for potential participants with physical disabilities.

Results:

The three inflatable kid zone playgrounds and the inflatable arch provided an exciting, cohesive brand activation highlighting the positive association between Toyota Australia, the AFL, and the Adelaide Crows. The inflatable kid zone playground’s modular nature allowed the organizers to optimize the space available to create an interesting, safe diversion in the bustling city environment.