Mattel - Smyths - Toys Superstars

Mattel
Smyths Toys
Superstars

Mattel
Smyths Toys
Superstars

    Services:
  • Creative
  • Digital
  • Social Media
  • Audio Visual
  • Design

The challenge:

Drive early shopper engagement and awareness of the must-have Mattel items, in the lead up to Smyths’ catalogue launch in September and the Christmas buying period.

Creative strategy:

With a broad product range to showcase, we needed an overarching campaign thought that would unite the toys…


Every Mattel toy has its own ‘talent’ that deserves to be showcased – pop-star penguins, gobbling gorillas, pets with personality, crazy cars and more! So, in this idea the toys’ amazing features have sparked a child’s imagination to put on a talent show, starring their favourite toys – Smyths Toys Superstars, a play on the superstores' name.


We treated it like any other talent show with a booming voice of God, contestant hero shots, talent categories, bright lights and stage GFX that brought each toy brand to life.


The campaign included a Smyths Toys YouTube takeover – the show trailer, the show itself; four category videos –­ ‘The Best of’… ‘Speed’, ‘Stunts’, ‘Magic’ and ‘Music’ and a Superstar-studded cover pic. As well as a show-stopping array of assets for Smyths’ website, stores and social channels.


We engaged the audience further with voting mechanics and competitions. And Influencers even hosted their own toy talent shows featuring the product, branded boxes, microphones and sparkly waistcoats we sent them.

Instagram
Instagram
Oscar

The Results:

Kids and adults alike enjoyed the content together, reaching over 3.5 million YouTube views in just the launch weekend. Mattel’s German team were superstar-struck by the campaign and wanted a version of their own.