Specialist toy retailer, Smyths Toys Superstores has launched its 2024 Christmas campaign, developed by Accenture Song-owned agency Droga5 Dublin
The campaign, which is set run across all European markets where Smyths operates, including France, the UK, Germany, the Netherlands, Ireland, Austria and Switzerland, focuses on the excitement that the mere mention of “Smyths Toys” brings to children.
The brand’s social and TV campaign follows a competitive pitch process won by Droga5 Dublin earlier this year and creatively centres on the “S-word”, the powerful, excited reaction children have to hearing “Smyths Toys”.
One unique feature of the campaign is a bleeped, child-friendly version of the advert available on Instagram and YouTube. This clever adaptation allows parents to watch the film with their children without immediately triggering a desire to visit the store.
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The campaign launch coincides with the release of the iconic Smyths Toys Superstores catalogue, a festive season staple in millions of European homes. Droga5 Dublin also developed the catalogue cover, which features characters from the new Christmas campaign.
“Smyths Toys is a very powerful set of words. Kids have a Pavlovian response to it – if parents let it slip, excitement and chaos ensues,” said Alex Ingarfield, Droga5 Dublin creative director.
“So, we went all in on the brand’s name, pushing the campaign to the edge of madness. The result is a knowing nod to parents, but something that makes every kid giggle,”
This campaign marks the beginning of a developing relationship between Smyths Toys Superstores and the Dublin-based agency, with more new work expected in the future.
Smyths Toys Superstores European marketing director, Sinead Byrne added: “Our Christmas ads are always focused on the joy and wonder that children experience when they think of toys and Smyths Toys, and this year, we wanted to have some extra fun with it.
“The bleeped version is a playful nod to how irresistible our brand is for children, and we hope families enjoy the humour of it this festive season.”
