Lambi Enters New Market Segment with Kids Concept

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Lambi, a member of Finland-based Metsä Tissue Corp., is embracing a new market segment with the launch of its new Lambi Kids concept across various European markets. The concept features a new lamb-patterned toilet tissue, a mascot (a baby lamb called ‘Lambiz'), and a range of entertaining on-line activities. The company notes that most patterned toilet papers are designed only for adults, but Lambi Kids is a product for the whole family, featuring lamb characters frolicking against a background of stars and nebulae.

"The famous Lambi lamb—traditionally symbolizing our products' softness—has been reworked into a more contemporary version. The Lambiz character also exists as a toy that you can paint and decorate," says Lambi's Brand Director Svenja Eichenberg. Lambiz toys are redeemable by collecting campaign codes.

The toy comes with child-safe paints and a paintbrush. Children can also decorate Lambiz virtually on the Lambi website. Lambi Kids toilet paper is available in two color combinations: pink & turquoise and green & turquoise. The products are sold at most supermarkets.