Direct communications specialist The if agency has been appointed by Wacky Warehouse, the chain of children’s soft play and activity centres.

Initial brand development work will include a suite of design work and supporting strategy to launch three new UK sites in St Helens, Preston and Cardiff. There are currently 71 Wacky Warehouse sites in total.

The integrated campaign will be developed in conjunction with MEC, who will devise the overall launch media strategy.

Jane Moore, account director at the Manchester-based agency, said: ‘We are delighted to be working with Wacky Warehouse as it is a household brand that sparks real loyalty among families across the UK. Our aims are to create a buzz around each opening and to provide a launch pad that will lead to successful and long-term trading.”

Sally Wainwright, head of brand at Wacky Warehouse, added: “These new openings are the just the latest phase in our evolution and we’re delighted to have The if agency team on board. We’re excited about the concepts and plans that are well underway and our focus is now on making each launch a success.”