Kids are So Over Touch Screens

Toronto Toy Store Says: Honest-to-goodness Toys Don't Require Apple Care.

Published On
Jul 26, 2013

Editor's Pick

While many mouths have uttered the words "kids are tech-savvy at such a young age. nowadays," the fact remains that the little ones aren't actually tiny adults. Even if they can use an iPad better than most. Toronto-based specialty toy store Kol Kid and Tribal DDB Toronto stress this very same fact in "The Joy of Simple Play," their new online video campaign. Here a little boy unknowingly demonstrates that the tactile and exhilarating feeling of playing with something that doesn't have a touch screen has been lost. It's true, mobile devices aren't toys. That's why they're called devices.

Code Film director Tom Feiler and his team also executed two other spots: "Viewmaster," where scrolling through a smartphone's photos proves underwhelming and "Jack," in which a jack-in-box app turns out to be anti-climatic.

In addition to this, Kol Kid and Tribal have revamped the toy retailer's website and have developed a kid-friendly app called Play Engine, which simplifies games and encourages play.


Jul 26, 2013
Brand :
Kol Kid
Client :
Kol Kid
Agency :
Tribal DDB-Toronto
Creative Director :
Louis-Philippe Tremblay
Creative Director :
Denise Rossetto
Copywriter :
Sanya Grujicic
Copywriter :
Tiffany Chung
Art Director :
Andrew Bernardi
Production Company :
Code Film
Director :
Tom Feiler
Director, Photography :
Alan Lukatela
Camera Operator :
Andrew Easson
Camera Operator :
Michael Tung
Sound Director :
Shawn Kirkby
Line Producer :
Magda Czyz
Editor :
Kyle McNair
Online Editor :
Paul Binney
Colorist :
Jason Zukowski
Audio House :
Pirate Toronto
Audio House DIrector :
Stephanie Pigott
Audio Engineer :
Jared Kuemper
Casting Agency :
Andrew Hayes
Agency Producer :
Andrew Schultze

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