Smyths’ Christmas campaign is here

Smyths Toys Superstore’s festive ad campaign debuted this weekend alongside an Oscar plush toy, with profits going to Great Ormond Street Hospital Children’s Charity

Written by Rhys Thomas

Posted 04.11.2019 | Retail

Smyths’ Christmas campaign is here thumbnail
Smyths Toy Superstores’ Christmas character Oscar is back in a new festive campaign for 2019.

A new TV ad brings Oscar back to the small screen alongside a cast of iconic toys, including Barbie, Buzz and Woody, Pikachu and Peppa, who join him on stage for a special performance of the song If I Were a Toy – a festive, toy version of Beyonce’s hit single If I Were a Boy.

The ad is supported with an integrated marketing campaign including TV, which debuted on 2 November during ITV Celebrity X Factor, and will air on Channel 4 and Sky, alongside a YouTube and social campaign. 

The ad has already racked up more than 1.7m views on YouTube


Also returning is the toy retailer’s seasonal charity initiative. Smyths is teaming back up with kids’ charity Great Ormond Street for a promotional scheme tied to a plush version of Oscar.

“This is our third year partnering with the team at Great Ormond Street and it still amazes us the great work that they do all year round which helps kids throughout the UK,” says Sinead Byrne, joint Head of Marketing at Smyths Toys. “It’s a partnership we cherish to help in whatever way we can.”

All the profits from sales of Oscar in the UK will be donated to Great Ormond Street Hospital Children’s Charity, with a minimum donation commitment of £50,000.


Amit Aggarwal, Director of Corporate Partnerships at Great Ormond Street Hospital Children’s Charity, adds: “It’s fantastic that Smyths Toys is supporting us for a third year this Christmas and we’re extremely grateful to all its staff and customers for their generosity.

“Every Oscar sold will make a real difference, by helping to support seriously ill children from across the UK who are treated at Great Ormond Street Hospital.”

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