Smyths Toys Superstores has tapped into the universal joy children feel when they hear the brand’s name, harnessing that excitement for its Christmas messaging. Central to the brand’s proposition is the “S-word”—the electrifying reaction kids have at the mere mention of Smyths. This energy is reflected in the brand’s iconic jingle, “We really wanna go to Smyths Toys Superstores.”

Created by Droga 5, the festive message spreads across TV and social media in markets such as the UK, Ireland, France, and Germany, with a playful twist for parents. A kid-friendly, bleeped version of the ad on Instagram and YouTube allows families to share the joy of the moment, without the immediate urge to visit the store.

Through a combination of nostalgia and humour, Smyths Toys reinforces its place as a magical destination for children, continuing to spark imagination and wonder in homes across Europe.

Smyths Toys Superstores 2024 Christmas Ad is here! Two magical words… “Smyths Toys”

Watch what happens when you say the magical words “Smyths Toys”. No one can contain themselves at the thought of visiting their favourite toy store at Christmas!