The company is for the first time working with creators to bring the brand to life through Instagram’s recently launched Reels feature, producing short-form videos to promote collectability via impactful visual storytelling.

The campaign is driven by a high-profile Instagram influencer, who created a stunning stop motion video featuring the Cosy Cottage and Caramel Dog Family. WATCH HERE

A supporting network of parent Influencers across Instagram have each created their own mini-videos and picture stories focusing on the collectability and creative play potential with each Sylvanian Families set. All content links back to Smyths to purchase sets, with a competition running simultaneously for families to win Sylvanian Family starter sets to further drive engagement.

“Many of our existing fans are already fully engaged and committed to the Sylvanian Families brand and we receive numerous incredibly creative and beautiful pieces of UGC which inspired us to launch this new campaign” says Suzie Howes, Marketing Manager at Epoch making toys.

“Using Influencers to showcase how easy it is to open a set, start playing and developing your own Sylvanian Families story will hopefully persuade parents and children who are new to the brand to purchase those smaller, competitively priced sets, which is essentially all they need to kick start their collection.”