Smyths, If I Were A Toy

MPC Brings Smyths Toys To Life

Directed by Outsider’s Henry Littlechild and conceived by McCann Manchester, the animated CGI film brings toys in a Smyths toy store to life. 

The story documents the journey through the imagination of a charming young boy Oscar who becomes enchanted by the toy store before him, using the lyrics of the Beyonce hit ‘If I Were a Boy’ and changing it to ‘If I Were a Toy”. 

MPC produced character design, CGI and animation across the piece.

“We want to bring the excitement of the toy store as seen through the eyes of a child to our customers,” said Sinead Byrne, joint head of marketing, Smyths Toys Superstores.


“We have really enjoyed working collaboratively with McCanns, MPC, Outsider and also our director, Henry Littlechild, to create this magical campaign and we are excited to finally reveal it to our customers.”.

Richard Aldiss, McCann Manchester managing partner, added: “The brief was simple. Create a memorable campaign that captures the imaginations of kids and parents alike, while taking the Smyths Toys Superstores brand up a gear. With the run up to Christmas, we wanted to create something truly magical, while remaining firmly focused on the commercial agenda.”

Behind The Scenes




McCann Manchester


Henry Littlechild

Production Company


Production Company Executive Producer

Richard Packer

Production Company Producer

Joseph Taussig


Theo Garland


Matt Chodan



VFX Supervisor 2D

Rod Norman

VFX Supervisor 3D

Anthony Bloor

VFX Executive Producer

Jonathan Davies

VFX Producer

Tomek Zietkiewicz

Bangalore Producer

Neela Kumuda Parankusham




George K

VFX Team

Mike Cosgrave, Lou Thomas, Michael Diprose, Boris Cailly, Michele Tolo, Mattias Lullini, Stuart Turnbull, Tito Ferndandes, Hannah Binswanger, Venkatesh Rajagopal, Ajai V John, Sudesh TV, V Jegadeesan, Hemalatha T & Manjunath Ramakrishnaiah