Ad will air for first time at 7.58pm just before The X Factor on September 24.
Smyths Toys has taken the wraps off its new brand ad – with licensed properties such as The Secret Life of Pets, LEGO Star Wars, Buzz Lightyear, PAW Patrol, Trolls and Barbie all taking starring roles.
The ad will air for the first time on Saturday September 24 at 7.58pm, just before The X Factor with a 40-second spot.
The ad will run across terrestrial, satellite and kids channels, and is underpinned by digital, radio, in-store, experiential, social media and print activity.
The story follows a young boy called Oscar who becomes enchanted by the toy store before him. It uses the Beyoncé hit If I Were a Boy, changing the lyrics to If I Were a Toy.
The campaign is the first piece of work from McCann Manchester since its appointment by Smyths.
Sinead Byrne, joint head of marketing at Smyths Toys, said: “We want to bring the excitement of the toy store as seen through the eyes of a child to our customers.
“We have the widest range of the latest and greatest toys to excite and delight kids of all ages.
“We have really enjoyed working collaboratively with McCanns, MPC, Outsider and also our director Henry Littlechild to create this magical campaign and we are excited to finally reveal it to our customers.”
You can take an early peek at the ad below:
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