CHI&Partners announces ‘Argos Toy Exchange’ charity tie-up

Published on: 17th October 2012

Argos joins with children’s charity Barnardo’s to encourage families to donate toys ahead of Christmas to raise funds for disadvantaged children.

Celebrity mum Danielle Lineker launches the Argos Toy Exchange at the Royal Exchange in London. David Parry/PA

The initiative launched on Tuesday 16th October with an integrated campaign, including a launch TV ad that builds on the success of the alien family, the most recognised Christmas retail campaign of 2011. The ad shows the aliens rushing to take part in the Toy Exchange, but not quite understanding the Earth definition of what a ‘toy’ is.

The aliens also star in The Social Practice’s Facebook app which also launched on Tuesday – the first phase of activity in a six-week long social media campaign planned to drive engagement and participation, and track donations to the Argos Toy Exchange.

CHI&Partners and The Social Practice are also taking their support for the initiative beyond the communications campaign. Donations to Camden High Street’s Argos Extra are due to be given a boost via an all-agency collection which will continue during the six weeks that the campaign runs.

Carl Nield, head of brand marketing at Argos, said: “As a family retailer, we want to help children and families thrive. We found that as many as 486 million toys are sitting un-played with in homes across the UK, so this partnership with Barnardo’s enables our customers to donate their unwanted toys and help others this Christmas.”

Sarah Clark, planning partner at CHI&Partners, added: “The campaign enables Argos to build on its heritage as the nation’s favourite for toys and acknowledge that, for many parents, reminding their children that Christmas is a time for giving, as well as receiving, is really important.”

The 30” TV ad can be seen on the Argos Facebook page and YouTube channel.

In-store comms for the Argos Toy Exchange are being handled by The Communications Agency.


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