wagamama launches partnership with children's magazine Okido
Japanese restaurant wagamama is set to launch a partnership with arts and science children's magazine Okido on Monday 25 June, with new character Hoshi to be rolled out.
Meaning ‘star’ in Japanese, Hoshi was created by Okido head designer Rachel Ortis, and will be featured on noodle doodle designs, mini menus, specially designed stickers and Okido designed collateral throughout the 81 wagamama restaurants in the UK.
Ingrid Williamson, wagamama director of marketing, said: “We have been working with the talented designers at Okido for months, and are very proud to introduce Hoshi into the wagamama family. Our kids menus and placemats are so important to what we feel should be a family experience in dining, and in helping children try different types of foods.
"Hopefully with Hoshi on board we will attract many new fans, and build our reputation as a family friendly brand even further.”
The Okido designed collateral will also be extended to wagamama’s popular school visits, in which children learn about how the Japanese-inspired dishes are made, orders are taken and the restaurants are run.
Sophie Davois of Okido added: “We leapt at the chance to work with wagamama, and are thrilled we have produced a character we feel will be iconic for the brand, but also help kids to interact with their food and dining experience. At Okido we aim to fire up children’s imagination and develop their understanding of art and science, which we feel are elements which go hand in hand with cookery!”