Soluna Events and Assogiocattoli together for the first solidarity lab!

Geppetto's Lab

Assogiocattoli lends its patronage to Geppetto's Lab, Soluna Eventi's first Lab created on the brand-new TV series Pinocchio and Friends, which aims to develop children's "can-do" skills.

The format debuts at IL GLOBO Shopping Mall in Busnago (MB) on Nov. 20, 2021 and remains active inside the center until Nov. 28. In addition, the weekend of Nov. 20 and 21 features the official mascots of Pinocchio and Freeda, the main characters of the TV series who meet all the children involved in the activity.

Geppetto's Lab promotes social sustainability through its "Toys Suspended" initiative: children can in fact come to the workshop with a new or mint condition toy to leave "suspended" in exchange for one they will build themselves and take home. The toys thus donated are collected by Assogiocattoli and then distributed through a charity mechanism to less fortunate children and/or to some pediatric departments of hospitals nationwide.

The initiative has an important value in terms of solidarity and sustainability, promotes the value of sharing and teaches children "know how" by offering them an educational and fun play activity.

Soluna Events is an agency that has been involved in marketing and engagement activities within Italian shopping malls and galleries for 12 years. During 2021 it acquired the main licenses of family-targeted brands such as MASHA AND THE BEAR and 44 CATS; its constant commitment to sustainability meant that it entered into numerous partnerships both with greentech companies that deal with reducing CO2 emissions, and with entities such as Assogiocattoli, to build awareness paths together with the prestigious brands it proposes to its clients. "In such a complex period we need to strongly push concrete sustainability projects, and not just for marketing and communication purposes," says Manuela Giola, managing director of Soluna Events. "Our commitment is rewarded by the choice of our clients, as well as by the confirmation of an important body such as Assogiocattoli, which has decided to give its patronage to Geppetto's Lab."

"Our plan is to build within the next five years a strategic platform that can be of real support to our client shopping malls," adds Tonio Cancemi, Head of Project at Soluna Events; "The annus horribilis of the pandemic has not stopped us, we are moving forward with great strength and optimism together with our team, which is growing to become a valuable reference point in the market."

ASSOGIOCATTOLI is the Italian Association founded in 1947 that, with about 200 members, represents almost all the companies operating in the fields of games and toys, early childhood products, festivities and parties. Assogiocattoli is joined by all companies that produce (in production units also outside the Italian territory), import, distribute, market or represent goods belonging to one or more of the product categories represented.

"The world of play and toys is experiencing a moment of great attention and affection and rediscovery," comments Maurizio Cutrino, Director of Assogiocattoli. "This historical period has shown everyone how fundamental, essential the act of playing is, so much so that toys have been recognized as primary and essential goods. In September we launched the 'Play Forever' Campaign precisely with the aim of making Italian families even more aware of the importance of play from a pedagogical, social and cultural point of view. And this is why we have decided to collaborate with great pleasure in the initiative promoted by our friends at SOLUNA EVENTS."

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