Smyths Toys Superstores, has launched its Christmas brand campaign with Oscar, Smyths’ loveable character returning to our screens and taking to the blue road for an epic adventure to the store with some special guest appearances.

Created by McCann Manchester, the fully animated 60 second ad sees Oscar and his toy friends transported into a magical world of imagination. Viewers watch as an ordinary town is transformed into a fantasy realm where WWE wrestlers serve you doughnuts, Spidey drops in for a chat, you are chased by a giant marble and you can walk the blue carpet with your favourite LOL Fashion Dolls!

Will Oscar and his gang overcome the distractions and obstacles in their path and where does the Blue Road lead? To Smyths Toys Superstores, of course.

Set to new lyrics 'We Really Wanna Go (to Smyths Toys Superstores)' produced by Blackbook Music, the campaign launches across digital, social and TV and runs up to Christmas.

Sinead Byrne, joint head of marketing at Smyths Toys Superstores said: “We are really excited with the new direction the Christmas ad has taken this year, the original song from Blackbook Music echoes what every kid wants to do, go to the toy store! McCann interpreted the song to create this magical world and animate it while our Director Luc Janin really brought the ad to life with new camera action, motion and energy, capturing kids reactions to the toys and the overall atmosphere of Smyths Toys Superstores at Christmas!”

Imogen Tazzyman, executive creative director at McCann Manchester said; “The Smyths’ Christmas campaign is always a wonderful brief. And this year, we’ve gone bigger, bolder, and more magical than ever before.

“With a brand new ear worm of an anthem to launch, Oscar takes us on an epic adventure through the real world in his quest to get to Smyths Toys Superstores. But he’s not going it alone - he meets everyone from the L.O.L dolls to Harry Potter along the way.

“The concept was masterfully brought to life by our in-house animation production team at Craft Manchester and we couldn’t be more excited to unleash the magic we’ve created. Just watch out for that Ender Dragon…”