Dive into a pool party with Ken and Barbie, brave choppy seas with LEGO or learn how to party like a L.O.L Tot!

Smyths Toys Superstores, has launched its Christmas brand campaign bringing the joy of the store back to heart of Christmas.

Created by McCann Manchester, the fully animated 60 second creative sees four children and their toy pals transported into a magical world of imagination in the toy store.

Viewers watch as a Smyths Superstore is transformed into an enchanting kingdom where you can enjoy pizza with your favourite Ninja Turtles, frolic with Ken and Barbie on a sun-kissed beach or be submerged into a sea of Squishmallows.

Supported with its brand track “We Really Wanna Go (to Smyths Toys Superstores by Blackbook Music,)” the campaign launched across TV, VOD, Social and Digital showcases the real magic of a toy store through the eyes of a child, breathing life into the toys, creating whimsical and mischievous escapades along the way.

Sinead Byrne, joint head of marketing at Smyths Toys Superstores said: “Continuing the theme of last year’s Christmas campaign we wanted to capture the wonder of stepping inside a toy store; the joy it adds for children spotting their favourite toys and how it ignites their imaginations.”

Anna Warren, from the creative duo from McCann Manchester who created the campaign said: “This year we follow four plucky adventurers as they explore the closed Smyths Toys Superstore only to discover the latest and greatest toys have sprung to life and are ready to play until dawn.”