Smyths Toys Superstores has launched its new ad campaign alongside an Oscar plush toy, in partnership with Great Ormond Street Hospital Children’s Charity.

Smyths Toys Superstores has unveiled its brand ad for 2019. In the new ad campaign, Oscar’s imagination has made the toy store his theatre with a whole cast of iconic performers, including Barbie, Buzz and Woody. Oscar and the toys present a new version of the song If I Were a Toy, showing the magic of the toy store through the eyes of a child.

The ad is supported with an integrated 360 marketing campaign including TV airing on Saturday 2nd November during ITV Celebrity X Factor, Channel 4 and Sky, and a YouTube and social campaign.

Smyths Toys has brought Oscar’s story to life by creating a plush toy of this playful character. The retailer has confirmed it will be donating all the profits from sales of Oscar in the UK to Great Ormond Street Hospital Children’s Charity. It has committed to donating a minimum of £50,000 to the charity.

Sinead Byrne, joint head of marketing at Smyths Toys, said: “We have fallen in love with this character’s imagination, and we hope he captures the joy every child feels in a toy store. This is our third year partnering with the team at Great Ormond Street and it still amazes us the great work that they do all year round which helps kids throughout the UK. It’s a partnership we cherish to help in whatever way we can.”

Amit Aggarwal, director of Corporate Partnerships at Great Ormond Street Hospital Children’s Charity, added: “It’s fantastic that Smyths Toys is supporting us for a third year this Christmas and we’re extremely grateful to all its staff and customers for their generosity. Every Oscar sold will make a real difference, by helping to support seriously ill children from across the UK who are treated at Great Ormond Street Hospital.”

The Oscar plush toy is available from all Smyths Toys Superstores across the UK retailing at just £4.99.