TBWA\Manchester Tells Its Own Toy Story for Smyths Spot

After a successful brand campaign in 2013 for Smyths Toys Superstores, TBWA\ Manchester were challenged to make a sequel that was bigger than its predecessor, to establish the retailer as the go-to destination for toys in the run up to Christmas. 

Playing on the insight that toys are minor celebrities to kids, this year’s playful and charming creative follows the latest and greatest toys making their way from all across the globe to get to Smyths Toys Superstores. 

Alongside the release of all the latest Blockbusters; Frozen, Lego Movie, Transformers and Ninja Turtles the campaign showcases the UK’s most sought-after toys, in a humorous way that aims to capture the hearts and imaginations of the UK & ROI.

The campaign consists of a 40 second brand ad, 30 second open late ad, 20 second catalogue tacticals, sponsorship idents and radio. 

Dryden Geary, Marketing Manager for Smyths Toys Superstores, says, “Last year’s campaign set a new bar in toy advertising, which helped us to become the fastest growing toy retailer in the UK & Ireland. This year TBWA\Manchester has succeeded in creating a bigger and better sequel, with a campaign that captures the essence of our brand, whilst communicating the extent of our product range”. 

The family run business was established in 1987 and is a leading provider of children's entertainment products with 70 stores throughout the UK and Ireland.