European retailer Smyths Toys Superstores, which offers everything from Lego, Barbie and Star Wars figures to outdoor play equipment bicycles, scooters, and a dedicated “Baby Room”, is reimagining its catalogue as a child’s best friend made entirely from toys as it gears up for a bumper Christmas.
Following two years of developing and delivering campaigns for the retailer, Accenture Song-owned Droga5 Dublin, is launching a new brand platform that will roll out across eight European markets.
Tapping into the heritage of Smyths Toy Superstores and its desire to bring childhood fun to every retail interaction, the campaign reimagines the catalogue as a larger-than-life loveable best friend.
For more than 30 years, the 300-plus page catalogue has landed in homes across Europe, with millions of copies printed each year, becoming a cherished part of the countdown to Christmas for generations of children.
Drawing on the unique relationship children have with the catalogue, from eagerly anticipating its arrival, to carrying it everywhere and circling their most-wanted gifts, the campaign celebrates the role it plays creating excitement in the run up to Christmas.
Developed in partnership with Hungryman and Gabha Studios, the character was bought to life through CG animation using more than 700 individual toy models, combining everything from footballs and dinosaurs to dolls, rockets and action figures into a single playful character.
The platform stretches across brand and retail with a comprehensive strategy to support key retail drivers like Top Toys, Black Friday and Christmas.
Rolling out across the UK, Ireland, France, Germany, the Netherlands, Austria, Belgium and Switzerland, the integrated campaign will run across TV, social, digital, in-store, retail offers and catalogue channels.
Smyths Toy Superstores joint European marketing director Sinead Byrne said: “Our catalogue is at the heart of Christmas for so many families and alongside Droga5 Dublin, we wanted to put it front and centre this Christmas.
“This campaign celebrates the pure magic a child feels when the catalogue arrives – from the memories made browsing the pages to building that ultimate wish list. We’re excited to finally share it.”
Droga5 Dublin chief creative officer Jen Speirs added: “The Smyths Toys’ catalogue is pretty special. Kids can’t wait for it to arrive and treat it like their best friend for a few months of the year. So, we thought, why not make it into an actual best friend? Our ‘toy-ful’, joyful new character is something we’ll keep coming back to, building a whole Smyths Toys’ world for years to come. Let’s play!”
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