Brand Tracker

Welcome to the automated Brand Tracker diaries.

Ireland

The Irish Marketing Podcast: A Christmas Toy Story

Campaign: European Christmas campaign

Source: https://www.adworld.ie/2026/10/16/the-irish-marketing-podcast-a-christmas-toy-story/

Goal: To support sales during the crucial Christmas trading period

Media: podcasting

Summary: The Irish Marketing Podcast features a discussion with Smyths Toys’ European Marketing Director, Sinéad Byrne, and Droga5 Dublin's Chief Creative Officer, Jen Speirs, about their new Christmas campaign which incorporates a three-metre character made from toy models, aiming to engage children and promote sales during the festive season across eight European markets.

Italy

Special Assogiocattoli: The Market Grows by 4% in Value and 1.4% in Volume, Driven by Licenses

Brand: VTech

Campaign: Christmas Campaign

Source: https://brand-news.it/brand/persona/bambini/speciale-assogiocattoli-il-mercato-cresce-del-4-a-valore-e-dell14-a-volume-grande-impulso-dalle-licenze/

Goal: Engage children and parents during the holiday season

Media: TV and Digital

Summary: The toy market in Italy has seen a 4% value growth and 1.4% volume growth in the first half of the year, driven by a series of Christmas marketing campaigns. Key segments include Games & Puzzles and Collectibles, with licenses accounting for 34% of the market, featuring properties like One Piece and Pokémon. Companies like VTech and Lisciani are planning multi-channel campaigns to boost sales during the holiday season.

Christmas sales marketing campaigns toys

Ireland

Droga5 Dublin Puts Smyths Toys Catalogue at Heart of New European Brand Platform

Brand: Smyths Toys Superstores

Campaign: Smyths Toys Catalogue Campaign

Source: https://www.adworld.ie/2026/10/02/droga5-dublin-puts-smyths-toys-catalogue-at-heart-of-new-european-brand-platform/

Goal: To celebrate and reimagine the Smyths Toys catalogue as a beloved character for children

Claim: Let's play!

Media: TV, social, digital, in-store, retail offers, catalogue

Summary: Droga5 Dublin has launched a new brand platform for Smyths Toys that turns the retailer's longstanding catalogue into a character made from over 700 toys. This campaign aims to enhance the emotional connection families have with the catalogue during Christmas and marks a shift to a long-term brand strategy for Smyths Toys. The campaign will run across various media channels in eight European markets.

Brand Building Christmas Campaign marketing toys

Israel

Pninah Rosenblum Revamped: This is the New Luxurious and Pampering Toy Worth Half a Million Shekels

Brand: Pninah Rosenblum

Campaign: Luxury Toy Launch

Source: https://www.ice.co.il/auto/news/article/1131481

Goal: Promote a new luxury toy

Claim: New luxurious and pampering toy worth half a million shekels

Summary: Pninah Rosenblum has launched a new luxury toy valued at half a million shekels, highlighting its pampering qualities.

luxury toys

Japan

New Faces and Veterans Gather: A Dive into the Tokyo Toy Show

Brand: IWAYA

Campaign: Churu ni Muchu! Marupuchan

Source: https://www.advertimes.com/20260828/article555778/

Goal: Promote a new toy targeting both children and adults.

Claim: Bringing joy and interaction to playtime.

Summary: The Tokyo Toy Show 2026 showcased various toys from domestic and international companies, emphasizing sustainability and nostalgia. IWAYA presented their new collaborative toy 'Churu ni Muchu! Marupuchan,' designed to engage children through interactive play, set to launch in July 2026. Despite a declining birthrate, Japan's toy market is thriving, with projections indicating it will reach over 1 trillion yen, driven by products appealing to both children and adults.

interactive play sustainability toys