Dymkovo toys as an element of identity (experience of kirov)

The article deals with issues related to territorial branding and the definition of elements of urban identity for the purpose of increasing the tourist potential and attractiveness of the territory. Identity can be seen as an instrument of communication in territorial marketing. The correct choice of the main element of the identity is of great importance for the formation of the idea of the territory among residents and tourists. The authors of the article suggest the use of handicrafts or folk crafts as the main element of the urban identity. The subject of the research is folk art crafts, in particular, the Dymkovo toy as an element of identity on the example of the city of Kirov. The paper substantiates the priority of using folk crafts as elements of the identity of a city or territory. A generalization of Mr. Kirov's experience in forming his identity on the basis of the most famous folk craft of the Kirov region - the Dymkovo toy - was made. The history of the appearance and development of the national craft "Dymkovskaya toy" is presented. Today, the smoke is not only a craft, but also an element of the communication environment. So, it was used in the project of the Government of the Kirov region "Buy Vyatka products!" As an element that helps buyers in choosing the products of local producers. The most popular project in the urban environment of Kirov was an event called "Coloring the city in the smoke". Conducted sociological surveys of city residents confirmed the city's acceptance of an emotional haze as part of the visualization of the city. The authors draw attention to the fact that the smoke can be used as the main element of the formation and maintenance of the city identity of Kirov, creating a hospitable and joyful image of the territory.