Smyths Toys has launched its Christmas 2023 brand campaign which shows the magic of a toy store through the eyes of a child.
Devised by creative agency McCann Manchester, the fully animated 60-second creative puts the in-store experience and the toys themselves right at the centre of its seasonal messaging.
The unashamedly in-your-face, product-focused campaign launched on 3 November and will be shown across TV, VOD, social and digital.
The ad itself shows four children being transported into their own imagination, breathing life into the toys, with the shop itself being magically transformed into an enchanted kingdom.
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The children are able to enjoy pizza with their favourite Ninja Turtles, frolic with Ken and Barbie on a sun-kissed beach and even be submerged into a sea of Squishmallows. A number of other toys also make an appearance throughout the colourful ad.
Smyths Toys Superstores head of marketing Sinead Byrne said: “Continuing the theme of last year’s Christmas campaign we wanted to capture the wonder of stepping inside a toy store; the joy it adds for children spotting their favourite toys and how it ignites their imaginations.”
McCann Manchester’s Anna Warren added: “This year we follow four plucky adventurers as they explore the closed Smyths Toys Superstore only to discover the latest and greatest toys have sprung to life and are ready to play until dawn.”
