Smyths Toys launches Barbie Dreamhouse campaign with Mattel

Published on: 30th September 2021

The Barbie Dreamhouse campaign is supported by an integrated marketing push attracting around 3m YouTube views and coverage on social media.

Smyths Toys Superstores has unveiled a new Barbie Dreamhouse campaign in collaboration with Mattel.

This animation opens the door on the dolls house, as seen through the eyes of a child – Smyths Toys’ beloved brand character, Oscar – and follows Barbie and Oscar on a tour of the Barbie Dreamhouse, brought to life by McCann Manchester Animation House. The ad sees Oscar asking questions along the way, such as where does Barbie like to relax, which is her favourite room and when can he try out the pool slide.

The launch of the Barbie Dreamhouse ad is supported with an integrated marketing campaign including an estimated 3m YouTube views and support on Facebook and Instagram.

Barbie Dreamhouse, which stands at 43 inches, offers 360-degree play with three floors and 10 indoor and outdoor living areas including a pool, party room and elevator. It also comes complete with three songs, two soundscapes and customisable light settings and transforming furniture, such an entertainment centre which reverses to reveal a pet play area.

Sinead Byrne, joint head of marketing at Smyths Toys, said: “This collaboration has been a truly creative process with the talented teams at Mattel and McCann Animation House. We loved seeing the Barbie Dreamhouse through the eyes of Oscar and Barbie, and we hope our customers will too.”

Eirian Jones, head of customer marketing, added: “There’s nothing I love more than executing retail marketing campaigns and I’m so proud of our latest collaboration with Smyths Toys. The custom ad takes product centric storytelling to new heights, immersing the audience into the world of Barbie and amplifying the play experience. The new Dreamhouse is the most customisable yet, with great new features and more dream-worthy touches than ever before and Oscar has been invited round for the full tour.”

You can watch the animation here:


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