Smyths Toys Superstores: If I Were a Toy

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

Campaign details

Brand: Smyths Toys SuperstoresAdvertiser: Smyths Toys SuperstoresAgency: McCann ManchesterCountry: United Kingdom

Countries in which effectiveness was proven

Ireland & United Kingdom.

Campaign background

A successful toy retailer must find a way to fight tough new competition. Smyths Toys Superstores is a family-owned toy retailer operating across the UK and Ireland. It has grown rapidly since its foundation in 1986, particularly since launching in the UK in 2007.

The toy market is in growth. In 2016, Britain's toy market became the largest in Europe and 4th largest in the world. Over time Smyths...

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