Smyths Toys Launched New Brand Marketing Campaign
The retailer introduced a character built from over 700 toy models to anchor its latest multi-channel platform.
Updated on Sept. 29, 2026 in Advertising
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Smyths Toys Superstores has unveiled a new brand campaign centered on a digital character constructed from more than 700 individual toy models. The rollout aims to capture holiday momentum across eight European markets.
Why it matters
The campaign is designed to emphasize the enduring role of the company's annual catalogue in driving Christmas excitement among families. It serves as a strategic platform to boost retail engagement during the crucial Black Friday and holiday shopping seasons.
The retailer maintains an annual catalogue that spans over 300 pages and has been distributed for 30 years. The new campaign utilizes CG animation to integrate more than 700 distinct toy models into its visual identity.
The players
Smyths Toys Superstores
This international retailer specializes in toys, games, and outdoor play equipment across eight European countries.
Droga5 Dublin
This is a creative advertising agency responsible for developing the new brand platform and marketing strategy for the retailer.
The details
Developed by Droga5 Dublin, the new brand platform integrates TV, social, digital, in-store, and catalogue advertising channels. The strategy highlights the retailer's massive annual toy catalogue, which has been a staple for customers for three decades.
Timeline
The new brand platform campaign launched on September 29, 2026.
The toy catalogue has been distributed annually for the past 30 years.
Market Landscape
This move signals a strategic shift toward modernizing legacy retail assets through high-fidelity digital storytelling. By blending traditional catalogue reliance with advanced CG animation, the company is positioning itself to capture consumer attention amidst an increasingly crowded European toy retail market.
Shoppers can expect to see the new campaign across TV, social, and in-store displays throughout the holiday season. The initiative reinforces the importance of the company's 300-plus page catalogue as a primary resource for holiday gift planning.
The takeaway
Retailers continue to find value in bridging physical catalogues with digital animation to maintain customer loyalty. Consumers should watch for these integrated displays to guide their holiday shopping decisions this year.
Further reading
For more on evolving promotional strategies, visit our Advertising section.
Live Poll
Do you typically start your holiday shopping in response to early retailer marketing campaigns?
