Smyths Toys has appointed TBWA\Manchester as its new agency to handle its £11m advertising account.
TBWA\Manchester's first campaign will aim to raise awareness of the brand in the UK and is due to launch later this year.
Tony Smyth, owner of Smyths toys, said: "Following a hugely successful year for Smyths in 2012, we wanted to bring an agent on board to create a new and compelling brand idea to propel Smyths into our next phase of growth.
"We were greatly impressed by TBWA\Manchester's insightful approach and enthusiasm for our brand."
Chief executive at TBWA\Manchester, Fergus McCallum, said: "We're delighted to be working with Smyths at what is a really exciting period of growth for its business.
"It's a fantastic opportunity to have some fun creatively, while developing work that disrupts the conventions in the sector."
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