The campaign aims to raise awareness of the Smyths Toys Superstores brand in the UK and position Smyths Toys Superstores, who currently has 70 stores in the UK and Ireland, as the ‘go to’ toy retailer in the run-up to Christmas.
The charming and highly imaginative creative follows a group of the latest and greatest toys on the market, as they make their way from a Smyths Toy Superstore to the door of a young child. Featuring toys from popular Mattel, Lego, Hasbro, Spin Master, Entertainment One, Flair, Disney, and Nickelodeon ranges, the ads depicts the toys’ journey showing a host of humorous capers along the way. The strapline ‘Hey, Let’s Play!’ runs across all executions, acting as the theme of the campaign.
The campaign will run on primetime TV in the UK and Ireland and includes brand and tactical executions, sponsorship idents for ITV’s ‘You’ve Been Framed’ and ‘Big Star’s Little Star’, press, outdoor, radio, and point of sale materials. A 60 second version of the TV ad will also run during X Factor on September 28th and the key toys featured in the ad will also appear on the front cover of the toy retailer’s new catalogue, due to launch this weekend.
Dryden Geary, marketing manager for Smyths Toys Superstores, stated: “TBWA Manchester helped us to capture the essence of the Smyths Toys Superstores brand and bring it to life in an engaging way. As a family-run business, we wanted to retain the magic and joy that children and parents associate with toys and play, whilst communicating the vast extent and value of our product range. We can’t wait to reveal the final campaign to our suppliers and customers alike and hope they love it as much as we do.”
The new ad can be viewed in the video below:
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