Based in the West Coast of Ireland, Smyths toys are surrounded by a traditionally conservative culture. So for them, it was a bold step to make. But to stay in the game, they decided to take a stand and join the conversation. Where other toy retailers split their toys into girls and boys, Smyths divided their aisle into genres not genders.

Who said toys have to be pink or blue? Taking Beyonce’s hit ‘If I were a boy’, we changed one simple letter and ‘If I were a toy’ was born. It featured a loveable toy called Oscar, who controversially appeared in a pink princess dress.

In three weeks alone;

Over 6 million Youtube hits.

Highest Christmas sales ever.

12 million impressions.

The introduction of gender neutral aisles nationwide.

Kids don’t see toys like adults do. There are no boundaries or rules. If a boy wants to play with a doll and a girl wants to play with a Power Ranger, we should inspire them to be whatever they want. And in the run up to Christmas, with the rise of online shopping it wasn’t enough just to make an ad. We had to make a statement.

Create a campaign that not only made Smyths Toys the talk of the playground, but addressed the gender stereotyping toy issue to an impressionable audience.