First look at Smyths Toys Superstores new 2020 brand ad

Published on: 6th November 2020

In the new Smyths Toys Superstores ad, launching today, Oscar is back, asking “If you were a toy what would you be?”

Toy World readers have been granted a sneak peek of the new ad this morning. Sinead Byrne, joint head of marketing at Smyths Toys, revealed: “Our favourite guy Oscar is out of the store and exploring the real world, where passers by magically transform into his favourite toys. We hope kids spot their favourite toys and it adds a bit of much needed magic and joy this Christmas”.

Following a tease campaign across social channels this week, which saw iconic landmarks transform into must-have toys, the new ad sees Oscar takes a Lego bus ride where everything isn’t quite as it seems. Super Mario races through the city, Kindi Kids Mystabella catwalks down the street and, while stopped in traffic, Batman faces WWE. Meanwhile, L.O.L. Honeylicious flies through the sky past a crew of Lego builders, who drop their toolbox in distraction – but The Child appears to save the day. Viewers will be enchanted as toys come alive in front of the Smyths Toys Superstore.

The launch of the brand ad is supported with an integrated 360 marketing campaign including TV airing on Saturday 7th November during the ITV semi final of The Voice, Channel 4 and Sky. This will be joined by a YouTube campaign, Facebook and Instagram activity and an influencer campaign with Adam Thomas and Dan Osbourne. Using the instagram filter @smythstoys, everyone can discover “if you were a toy what would you be?”

The full two minute version of the song will be available to stream from Friday 6th November on Apple Music, Spotify, YouTube Music and Amazon music, and a new music video will be live on 14th November.

An Oscar Funko Pop! Vinyl is available in all Smyths Toys Superstores and online, while stocks last, and Smyths Toys will donate a minimum of £50,000 to Great Ormond Street Children’s Hospital from the proceeds.

Oscar’s skateboard is also available now for pre order here.



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