Smyths Toys Superstores has unveiled its brand ad for Christmas 2020, bringing its popular mascot Oscar back into the spotlight, alongside an expanse of toys tipped to be top sellers by the European retailer this festive season.
Following a tease campaign that ran across social media channels this week that transformed iconic landmarks into this year’s must-have toys, Oscars himself transforms in the new TV spot, as he takes a LEGO bus ride through a world in which everything isn’t quite what it seems.
As Super Mario races through the city, Kindi Kids Mystabella catwalk’s down the street, while stopped in traffic Batman faces WWE as LOL Honeylicious flies through the sky past some busy LEGO builders. Distracted by the LOL plane they drop their toolbox but fear not The Child is here to save the day. The toys all play their part in coming life in front of the recognisable Smyths Toys Superstore.
The launch of the brand ad is supported with an integrated 360 marketing campaign including TV airing Saturday 7th November on ITV semi final of The Voice, Channel 4 and Sky, YouTube campaign, Facebook, Instagram and influencer campaign with Adam Thomas and Dan Osbourne.
Sinead Byrne, joint head of marketing at Smyths Toys, said: “Our favourite guy Oscar is out of the store and exploring the real world where magically passers by transform into his favourite toys. We hope kids spot their favourite toys and it adds a bit of much needed magic and joy this Christmas.”
Meanwhile, an Oscar Pop! vinyl is currently available in all Smyths Toys Superstores and online, while stocks last, retailing at just £9.99. Developed in partnership with Funko, the Oscar POP! Vinyl has been created a charity initiative. Smyths Toys will donate a minimum of £50,000 to Great Ormond Street Children’s Hospital.
Finally, a full two minute version of the song ‘If I were a Toy’ will be available to stream from Friday November 6th on Apple Music, Spotify, Youtube Music, Amazon music and a new music video will be live on November 14th.