This Cute Toy Store Ad Is Getting Praise for Its Gender Equality Message

Animated Ad Features a Little Boy Who Imagines Himself as a 'Queen for the Day'

Published On
Sep 30, 2016

Editor's Pick

U.K. toy retailer Smyths Toy Superstores is running a cute animated spot that features a little kid imagining himself as a toy -- and it's picking up some praise for not conforming to gender stereotypes.

The ad, the first work for the brand from McCann Manchester, changes the lyrics of Beyonce's "If I Were a Boy" to "If I Were a Toy," and shows the boy not only picturing himself as a space rocket and riding a motorbike but becoming a "queen for a day" dressed in a pink dress.

As Huffington Post noted, the campaign has garnered a number of positive Twitter comments since it broke on Sept. 23, including "Kudos to @SmythsToysUK for promoting non-gender-stereotyped toys."

The spot was directed by Outsider's Alex Littlechild, with MPC responsible for the character design and animation.


Sep 30, 2016
Brand :
Client :
Agency :
Managing Partner :
Richard Aldiss
Account Manager :
Kim Cleaver
Copywriter :
Becci Tyrrell
Art Director :
Adam Richardson
Creative Director :
Dave Price
Creative Director :
Neil Lancaster
Planning Director :
Julie Randall
Agency Producer :
Hannah Entwistle
Production Company :
Post Production :
Director :
Henry Littlechild
Media Planning and Buying :
Mike Frost
Media Planning and Buying :

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