The creative thinking behind Smyths Toys’ new European Christmas campaign takes centre stage in this week’s episode of The Irish Marketing Podcast.
European Marketing Director at Smyths Toys Superstores, Sinéad Byrne, and Chief Creative Officer at Droga5 Dublin, Jen Speirs, join host Daryl to discuss how the retailer’s familiar 300-page catalogue inspired a campaign rolling out across eight markets, including Ireland and the UK. At its heart is a three-metre character constructed from more than 700 individual toy models, bringing the catalogue to life as a child’s ultimate best friend.
The conversation explores the development of the character, affectionately known as “CC”, and the collaboration with production partners Hungry Man and Gabha Studios. Byrne and Speirs also explain how the brand campaign connects with product films and promotional messaging to support sales during the crucial Christmas trading period and help Smyths stand out against competitors including Amazon.
Byrne reflects on the retailer’s journey from a family-run newsagent and pub in Claremorris, Co Mayo, to a business operating more than 300 stores across eight European countries. Alongside that growth story, the episode offers an insight into how a retailer combines a shared creative idea with the practical demands of marketing across multiple markets.
The Irish Marketing Podcast is brought to you by the teams at Adworld.ie and Tinpot Productions and is hosted by Daryl Moorhouse. It is available on all good podcasting platforms.
