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 life as an imaginative, playful brand icon across eight European markets. Full 360-Degree Campaign: Integrating brand storytelling with targeted product films and hard-hitting retail messaging to stand out against competitors like Amazon. From Mayo to 300+ European Stores: How Smyths expanded from a family-run pub and newsagent in Claremorris, Co. Mayo, into an international retail leader. Long-Term Brand Building: Exploring the future creative potential and digital footprint for the toy character in upcoming seasons. Presenter – Daryl Moorhouse Sound Engineer – Sean Byrne 🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin ▶️  Subscribe to our Youtube channel 📰  Subscribe to The Irish Marketing Podcast Monthly Newsletter If you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]