Droga5 Dublin, part of Accenture Song, has launched a new brand platform for Smyths Toys Superstores that turns the retailer’s catalogue into a larger-than-life character made entirely from toys.
The campaign will roll out across eight European markets, including Ireland and the UK, and marks a shift towards a long-term brand-building strategy for Smyths Toys.
Droga5 has worked with the retailer for the past two years and has based the new platform around the Smyths Toys catalogue, which has been published for more than 30 years and runs to more than 300 pages.
The campaign reimagines the catalogue as a child’s best friend, with the character constructed from more than 700 individual toy models, including footballs, dinosaurs, dolls, rockets and action figures. It was developed with production company Hungryman and GABHA Studios.
“The Smyths Toys catalogue is pretty special. Kids can’t wait for it to arrive and treat it like their best friend for a few months of the year. So, we thought, why not make it into an actual best friend?” said Jen Speirs, chief creative officer, Droga5 Dublin.
“Our toy-ful, joyful new character is something we’ll keep coming back to, building a whole Smyths Toys world for years to come. Let’s play!”
Sinead Byrne, joint European Marketing Director, Smyths Toys Superstores, said the catalogue remained an important part of Christmas for many families.
“Our catalogue is at the heart of Christmas for so many families and alongside Droga5 Dublin, we wanted to put it front and centre this Christmas. This campaign celebrates the pure magic a child feels when the catalogue arrives, from the memories made browsing the pages to building that ultimate wish list.
“Hungryman and Gabha Studios brought this vision to life brilliantly. We’re excited to finally share it.”
Emma Sharkey, chief strategy officer, Droga5 Dublin, added: “As the only dedicated toy retailer of scale, Smyths Toy Superstores is unique, as is the role they play in extending the joy of childhood for as long as possible. This new work is the perfect representation of that positioning and we can’t wait for children across Europe to get their catalogues and the hours of fun it promises.”
The campaign will run across TV, social, digital, in-store, retail offers and catalogue channels in Ireland, the UK, France, Germany, the Netherlands, Austria, Belgium and Switzerland. It will also support key retail periods including Top Toys, Black Friday and Christmas.
Credits
Agency: Droga5 Dublin, part of Accenture Song
Chief Creative Officer: Jen Speirs
Chief Strategy Officer: Emma Sharkey
Chief Executive Officer: Jimi McGrath
Creative Director: Carina Caye
Group Creative Director: Stephen Rogers
Creative Director: Alex Ingarfield
Senior Art Director: Bruno Lopes
Copywriter: Niamh Aremband
Creative Director: Shay Madden
Agency Director: James Moore
Account Director: Gemma Sherlock
Account Manager: Donna McCarthy
Senior Account Manager: Steven Nagle
Project Director: Caitriona Coakley
Head of Engagement: Emer Fitzgerald
Head of Production: Jessica Bermingham
Executive Producer: Rory O’Connell
Producer: Siobhan Coakley
Business Affairs Director: Christina McGuckian
Business Affairs Manager: Dominique Mulvaney
Client: Smyths Toys Superstores
European Marketing Director: Sinead Byrne
European Marketing Director: Martina Ruane
Senior Designer: Leo Cannon
Production Company: Hungryman
Director: Alex Roberts
Managing Partner: James Sorton
Founding Partner: Matt Buels
Head of Production: Hannah Stone
Producer: Nicola Dempsey
DOP: Benjamin Kračun
Production Designer: Agnieszka Dębska
1st AD: Ty Hack
Production Manager: Jordan Maxwell
Service Company: Radioaktive
Executive Producer: Kate Galytska
Producer: Kasia Targońska
Production Manager: Justyna Trzeciak
Edit House: Stitch
Editor: Adam Spivey
Edit Assistant: Laura Reyes
Post Production: GABHA Studios
Creative Director & VFX Supervisor: Daniel Morris
2D Lead: Stephen Pepper
CG Lead: Rebekah King-Britton
CG Team: Keith Rogers, Alvydas Jatkialo, Herman Fernz
Character Animators: Tomas Juchnevic, Conor Ryan
Character Development Artists: Graham Gallagher, Donal O’Keefe
VFX Producer: Julie Nixon
2D Comp Team: Laura Bricnet, David Birkill
Executive Producer: Dafydd Upsdell
Colourist: Matt Turner
Audio Studio: Pressure Cooker Studios
Creative Producers: Astrid Iverson and Sarah van der Spuy
Foley Artists & Sound Designers: Denys Marcel, Angelique Murray and Dylan Apollis
Final Mix Engineer & Creative Lead: Alex Smillie
Music: Blackbook Music
Catalogue Retouching: Laundry Room
