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Toy retail is fiercely competitive and never more so than on the run up to Christmas with competition coming from numerous sources.

We recognised that a toy is not a toy until a child plays with it. We captured that world of possibility and the limitless imagination of a small child’s mind to create a campaign with a touch of Christmas magic that also

We used the Beyonce hit ‘If I Were a Boy’ changing the lyrics to ‘If I Were a Toy” and featured scenes showing how children do not make gender distinctions when at play. The campaign ran across TV digital, radio, in-store, experiential, social media and print.

Digital amplification highlighting the diversity agenda caused a social media firestorm resulting in x million downloads, sales increases and the commercial success of the campaign was recognised with a win at the Euro Effie Awards 2017.