With imagination the world becomes a wonderful place where ordinary things become, well, anything you want them to be. Even an oddly shaped piece of wood can become the world’s greatest toy. So we designed an oddly shaped piece of wood. And we sold it, with a pack of Smarties, as “The World’s Greatest Toy”.

“The World’s Greatest Toy” was sold in toy shops in a national toy store chain - a completely new distribution channel for Nestle. When fully stocked, each merchandising stand housed 36 units of “The World’s Greatest Toy”. On average, each unit had to be re-stocked every two days.

In the first month alone we exceeded targets by over 250%.

“The World’s Greatest Toy” was mentioned and discussed by mothers and child psychologists on more than 100 education and parenting websites and blogs across South Africa.

And most importantly, the toy is now being sold without Smarties. It's a best-seller. And it's referred to as 'the Smarties Toy'.