From heartwarming nostalgia to bold political statements, this month’s standout toy campaigns are tapping into powerful emotions. Brands are crafting stories that not only capture attention but also inspire action.
Here’s our roundup of the best toy campaigns from the past month, showcasing the diverse and evolving landscape of the toy industry.
1. The future is now – Playmobil
At Nuremberg Toy Fair, Playmobil introduced its bold new brand positioning with the tagline, ‘The future is now’. Simple, yet impactful, the message signals a shift towards innovation. Along with a refreshed brand image, Playmobil is launching Sky Trails – offering both children and adults the chance to design and build 3D play courses, where figures can slide and move through the air.
CEO Bahri Kurter emphasized the brand’s dedication to fostering imagination, self-confidence, and the boundless possibilities of play. With a customer-centric approach to product development, shaped by the feedback of thousands of fans, Playmobil is clearly gearing up for a new era of creativity.
2. 80 moments for 80 years – Mattel
Another powerhouse, Mattel, is celebrating its ruby anniversary in style with a year-long philanthropic campaign, 80 Moments for 80 Years. The initiative will see donations of resources and funds to over 80 non-profit organisations globally.
The campaign is capped with the release of the 80th Ruby Anniversary Collection, including a Barbie Doll wearing a stunning ruby-red dress, and a reimagined Fisher-Price Red Chatter Telephone. By centring the campaign around one colour and one moment, Mattel delivers a message that’s both impactful and elegant, making this anniversary celebration truly memorable.
3. Stop the Family Farm Tax – NFU
Farming has been front page in recent years, namely for the tractor-led protests taking over London.
More recently, farming families across the UK with the National Farming Union (NFU) unveiled a powerful campaign to symbolise the losses to future generations, and stands against the proposed inheritance tax changes.
Stop the Family Farm Tax features three generations of one family delivering a basket of pre-loved toys to the Treasury, symbolising the financial strain and uncertainty they face.
By using toys as a poignant symbol, the NFU has harnessed the emotional power of childhood play to create a compelling, politically charged message. It’s bold, impactful, and thought-provoking.
4. Power the Force – Star Wars
Star Wars has unleashed a year-long campaign, Power the Force, with a steady stream of collectibles including a galactic Tamagotchi and POP! Bobbleheads. More releases will filter throughout the year.
Designed for both kids and collectors, Power the Force capitalizes on the growing kidult trend, offering something for everyone – from interactive toys to collectible memorabilia and even signature jewellery. Star Wars proves once again that nostalgia can be a powerful driver of fan engagement and loyalty.
5. Play it forward – The Works x Barnardo’s
Pre-loved toys are having a moment and Play it Forward is here to make it even more meaningful. In collaboration with Barnardo’s, The Works has launched a donation scheme where customers can give a second life to their toys, games, and books. Donated items are resold in charity shops to raise funds for children’s causes.
This initiative promotes sustainability by keeping toys out of landfills and giving them a second chance to bring joy to new generations. It’s a win for the planet -and for those in need.
Our work
As an agency, we keep our finger on the pulse across creative campaigns to inspire our own work for leading toy brands such as Moose Toys, Miffy, Melissa & Doug and more.
Check our Work page for our own creative campaigns, showcasing some of our recent successes. Drop us a line if you’d like us to supercharge your seasonal launches with one of our creative campaigns this year.