Kidsports, a new physical activity club brand for children, hopes to cash in on fears about childhood obesity and ill-health. Kidsports has teamed up with Lego and Crayola to create the new brand, which will target children aged three to 11 years old.
The first Kidsports site will open in Watford on April 5. Founder Chris Lane is negotiating a further 12 sites and ultimately hopes to roll out the brand across the UK.
A spokesman for Kidsports says the concept addresses “fears of childhood obesity and a shortage of safe places for children to play”. Lane, a former professional tennis player, has been working on the concept for six years and has set up the brand to work alongside the national curriculum.
The brand identity, logo and interiors for Kidsports have been developed by retail design consultancy Beswick Design. The company has previously worked with Nokia and the Ocean hair salons.