A Bluey re-imagining of the hit TV gameshow Supermarket Sweep, starring Matt Edmondson, is entertaining Smyths Toys shoppers ahead of the peak Christmas season.

Moose Toys and Smyths Toys have partnered to launch the new Bluey Hammerbarn Shopping Centre Playset with a spoof gameshow fronted by TV and radio star Matt Edmondson.

The Bluey Hammerbarn Trolley Dash took inspiration from the popular TV gameshow, Supermarket Sweep, for a one-off shopping-themed video centred around the Bluey Hammerbarn Shopping Centre Playset. The new set is inspired by the ‘Hammerbarn’ episode of the hit pre-school animated TV series, Bluey.

Three contestants were recruited to go wild in the aisles of Smyths Toys, Brent Cross, competing to find the most Bluey-themed tokens – hidden by Bluey and Bingo themselves – in 90-seconds. The winner took home a new Bluey Hammerbarn Shopping Centre Playset.

Wearing a glitzy jacket, broadcaster and self-confessed Bluey mega fan Matt Edmondson stepped into the role of gameshow host, keeping pace with the contestants as a roving cameraman captured the action on film.

The Bluey Hammerbarn Trolley Dash content campaign has rolled out across Moose Toys, Smyths Toys, Bluey and Matt Edmondson’s digital and social channels.

The video’s creative concept, a first for the Bluey brand, was devised by Moose Toys’ PR agency, Highlight, and produced in conjunction with Glacé Media, to drive NPD awareness and sales conversion amongst gift givers to pre-schoolers.

This is the second experiential marketing activation for Bluey in 2023, following this summer’s Bluey Beach Cabin, which saw Instagram stars, the Nasey Family, replicate the beach-themed fun and play patterns of the Bluey Beach Cabin Playset in real life from an exclusive beachside holiday home.

Maddi Tiscoe, UK Marketing manager at Moose Toys, said: “We’re thrilled to bring the fun and humour of Bluey to life through this creative activation – who wouldn’t want to run the aisles of Smyths Toys filling their trolley? Bluey is all about family fun; following our Beach Cabin takeover, this latest trolley dash aims to put the fun into toy shopping for parents ahead of the busy (and sometimes frantic) Christmas period.”

New for autumn/winter 2023, the Bluey Hammerbarn Shopping Playset contains exclusive Bluey and Bingo Hammerbarn figures and different themed areas across four different levels, including a garden centre complete with gnomes, a real working lift, decorative stickers and lights and sound effects.

Moose Toys is the master toy partner for the hit TV property Bluey, which airs on Disney+ and CBeebies in the UK.