Smyths Toys Superstores unveils new Christmas advert

Smyths Toys Superstores has unveiled its brand ad for 2021, featuring the company’s familiar animated character Oscar.

The ad was produced by Craft Manchester under Creative Director Imogen Tazzyman and Animation Direction Duncan Rudd, and features Oscar flying over a city park, transforming toys into life-sized friends with the power of his imagination. As he flies, he lights up a magical Christmas tree at Smyths Toys Superstores – with Pikachu on top.

The launch of the brand ad is supported with an integrated 360 marketing campaign including TV airing Saturday 6 November on ITV, Channel 4 and Sky, a YouTube campaign targeting 30m views, Facebook, Instagram and influencer campaigns. There is also an instagram filter @smythstoys which answers the question ‘If you were a toy what would you be?’

To view the Christmas ad, click here.

Sinead Byrne, Joint Head of Marketing at Smyths Toys, says: “Our favourite guy Oscar is out of the store and exploring with his friends. We hope kids spot their favourite toys and it adds a bit of much needed magic and joy this Christmas!”

The full two-minute version of Oscar’s song ‘If I Were a Toy’ is available to stream from Friday 5 November on Apple Music, Spotify, Youtube Music and Amazon music.


About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

Check Also

TRENDS INSIGHT: KI’s Gary Pope on the power of nostalgia

When times are tough, we – much like hermit crabs – like to return to …