This week wagamama will launch its brand new kids offering, with designs from independent arts and science children’s magazine, okido.
Its restaurants across the UK will be asking kids to say hello to new character ‘hoshi’ meaning ‘star’ in japanese), designed exclusively for wagamama by rachel ortas, head designer at okido.
As a restaurant interested in family friendly policies, and with many elements of kids’ dining already in place, wagamama will be integrating hoshi and the new kids identity across their 81 restaurants in the uk, with plans to roll out the character globally.
On noodle doodle designs, hoshi aims to entice children of all ages to complete puzzles and drawing challenges, all designed by okido’s team of artists.
The mini menus, which offer kids friendly versions of the classic wagamama dishes such as chicken katsu, cha han and yaki soba in smaller portions, will now also feature hoshi.
Mini wagamama consumers will also be able to take hoshi home on specially designed stickers and limited edition hoshi t-shirts will be handed out in store to celebrate the launch.
The okido designed collateral will also be extended to wagamama’s school visits, in which children learn about how the japanese-inspired dishes are made, orders are taken and the restaurants are run.
A refreshed bundle of learning aids will be rolled out for these visits, which saw 1,500 children visit restaurants in the last year.
Goody bags available as part of the school visits include including origami inspired worksheets, stickers, aprons, jute bags and an attendance certificate for children to take home with them.
Wagamama director of marketing, ingrid williamson 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.”