Breaking News: Take a first look at Smyths Toys’ 2021 Christmas advert

Published on: 4th November 2021

The retailer’s iconic mascot, Oscar, invites viewers to ‘see the magic in each moment’ this festive season. 

Smyths Toys Superstores has unveiled its much-anticipated Christmas advert for 2021.

The 50-second animation sees Oscar fly over a city park, transforming toys into life-sized friends with the power of his imagination: seesaws become much more fun with L.O.L. Surprise!, while a larger than life dinosaur reminds a disinterested sibling to keep a closer eye on her little brother. A nan, meanwhile, races through the park in her own off-road jeep wrangler, and Bowser’s airship takes to the sky alongside a spinning Crystal Flyer. The Lego City Stuntz show also makes an appearance. As Oscar flies, he lights up a magical Christmas tree at Smyths Toys Superstores – with Pikachu at the top.

Toy World readers can enjoy a first-look of the advert below.

The launch of the ad is supported with an integrated 360-degree marketing campaign including TV airing Saturday 6th November on ITV, Channel 4  and Sky, plus a YouTube campaign set to garner 30m views, and influencer activations across Facebook and Instagram. Viewers are also invited to check out the Instagram filter @smythstoys to discover what they would be if they were a toy.

Sinead Byrne, joint head of Marketing at Smyths Toys, said: “Our favourite guy Oscar is out of the store and exploring with his friends. We hope kids spot their favourite toys in this ad: it adds a bit of much needed magic and joy this Christmas.”

A full 2-minute version of the song ‘If I were a toy’ (a playful take on Beyonce’s ‘If I were a boy’) will be available to stream from Friday 5th November on Apple Music, Spotify, Youtube Music, Amazon music.


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