Latest / Irish Marketing Podcast
58 - Behind the Scenes: Smyths Toys Character Campaign
Daryl is joined by Sinéad Byrne, European Marketing Director at Smyths Toys Superstores, and Jen Speirs, Chief Creative Officer at Droga5 Dublin, to discuss the creative strategy behind Smyths Toys’ new European Christmas campaign.
Reimagining Smyths’ iconic 300-page catalogue—a cherished holiday tradition for families—as a child's best friend, the team brought to life a larger-than-life character (crafted from over 700 individual toy models, including dinosaurs, dolls, rockets, and footballs).
Together, they discuss:
The Catalogue as Creative Hero: Bringing a 300-page retail publication to…
The skinny
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