Parents Say the Magic Word in Smyths Toys Superstores Christmas Spot

Droga5 Dublin, part of Accenture Song, has developed and launched the Smyths Toys Superstores Christmas campaign for TV and social channels. The campaign will run across all European markets that Smyths operates in - France, UK, Germany, Netherlands, Ireland, Austria and Switzerland.

The social and TV campaign was developed following a competitive pitch process in early 2024, won by Droga5 Dublin. Creatively, the campaign focuses on the S-word – the powerful, excited reaction that the very mention of “Smyths Toys” has on children. As the famous Smyths Toys Superstores jingle says, “We really wanna go to Smyths Toys Superstores.” A bleeped kid-friendly version of the ad lives on Instagram and YouTube, allowing parents to watch the film around their children, without having to take them to Smyths Toys Superstores afterwards.

This campaign comes hot on the heels of the launch of the iconic Smyths Toys Superstores catalogue, a staple in millions of European homes in the lead up to the festive season. The catalogue cover was also developed by Droga5 Dublin and features characters from the new Christmas campaign.

This launch is the first in what will be a series of new work to emerge as a result of the developing relationship between Smyths Toys Superstores and Droga5 Dublin.

Alex Ingarfield, creative director, Droga5 Dublin, part of Accenture Song, said, “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. 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.”

Sinead Byrne, European marketing director, Smyths Toys Superstores, said, “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.”