Smyths Toys Superstores has unveiled its 2024 Christmas campaign.

Developed by Droga5 Dublin, an agency under Accenture Song, the campaign is set to run across all European markets where Smyths operates—including France, the UK, Germany, the Netherlands, Ireland, Austria, and Switzerland.

Following a competitive pitch process won by Droga5 Dublin earlier this year, the social and TV campaign creatively highlights the “S-word,” showcasing the powerful, joyful reaction kids have upon hearing “Smyths Toys.”

A unique element of the campaign is a bleeped, child-friendly version of the advert available on Instagram and YouTube, designed to let parents watch the video with their children without sparking an immediate demand to visit the store.

“Smyths Toys is a very powerful set of words. Kids have a Pavlovian response to it – if parents let it slip, excitement and chaos ensues,” said Alex Ingarfield, creative director at Droga5 Dublin.

“So, we went all in on the brand’s name, pushing the campaign to the edge of madness. The result is a knowing nod to parents, but something that makes every kid giggle.”

Smyths Toys Superstores European marketing director, Sinead Byrne, commented: “Our Christmas ads are always focused on the joy and wonder that children experience when they think of toys and Smyths Toys, and this year, we wanted to have some extra fun with it.

“The bleeped version is a playful nod to how irresistible our brand is for children, and we hope families enjoy the humour of it this festive season.”