Campaign details

Brand: Smyths Toys Superstores
Advertiser: Smyths Toys Superstores
Agency: McCann Manchester
Country: United Kingdom

Countries in which effectiveness was proven

Ireland & United Kingdom.

Campaign background

A successful toy retailer must find a way to fight tough new competition. Smyths Toys Superstores is a family-owned toy retailer operating across the UK and Ireland. It has grown rapidly since its foundation in 1986, particularly since launching in the UK in 2007.

The toy market is in growth. In 2016, Britain's toy market became the largest in Europe and 4th largest in the world. Over time Smyths Toys Superstores while growing stronger faced tougher competition. Smyths Toys Superstores' traditional rivals were large-scale, and well-established specialists like Toys 'R' Us, The Entertainer, and Hamleys. Now it began to face increasingly aggressive competition from others as well.