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'

By Alexandra Jardine. 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.

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Sep 30, 2016
McCann Manchester
Managing Partner:
Richard Aldiss
Account Manager:
Kim Cleaver
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:
Henry Littlechild
Media Planning and Buying:
Mike Frost
Media Planning and Buying:

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