Smyths Toys reimagines its catalogue as a child’s best friend
Droga5 Dublin, part of Accenture Song, has launched a new brand platform for Smyths Toys Superstores, reimagining the retailer’s iconic catalogue as a child’s best friend. The campaign is rolling out across eight European markets, including Switzerland, and marks a shift towards a long-term brand-building strategy.
After two years of developing campaigns for Smyths Toys Superstores, Droga5 Dublin set out to create a distinctive platform that builds on the retailer’s heritage and its ambition to bring childlike joy to every retail interaction.
At the heart of the campaign is the Smyths Toys catalogue, which has been distributed to households across Europe for more than 30 years. The publication runs to more than 300 pages, with millions of copies printed each year, and has become part of the Christmas countdown for generations of children.
A character made from more than 700 toys
The campaign draws on the special relationship children have with the catalogue: eagerly awaiting its arrival, carrying it everywhere and circling the toys they would like to receive. Droga5 has transformed the catalogue into a larger-than-life character made entirely from toys.
Designed as a long-term brand asset, the character was developed in collaboration with production company Hungryman and GABHA Studios and brought to life using computer-generated animation. More than 700 individual toy models were used, including footballs, dinosaurs, dolls, rockets and action figures.
Jen Speirs, Chief Creative Officer at Droga5 Dublin, said: “Kids can hardly wait for him to arrive, and for a few months out of the year, they treat him like their best friend. So we thought: Why don’t we make him a real best friend?”
Sinead Byrne, Joint European Marketing Director at Smyths Toys Superstores, added: “For so many families, our catalogue is at the heart of the Christmas season. Together with Droga5 Dublin, we wanted to put it in the spotlight this Christmas.”
Emma Sharkey, Chief Strategy Officer at Droga5 Dublin, highlighted Smyths Toys Superstores’ distinctive position as a specialist toy retailer of its scale.
Campaign rolls out across eight European markets
The integrated campaign combines brand-building with retail activity and is designed to support key trading periods, including Top Toys, Black Friday and Christmas.
It is running across the United Kingdom, Ireland, France, Germany, the Netherlands, Austria, Belgium and Switzerland, spanning television, social media, digital channels, in-store activity, retail offers and catalogues.