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.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


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:

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.