Fisher-Price Sees Toys Everywhere, Not Just in Its Holiday Catalog

Sometimes, the best gift a child receives is the packaging their toy came in. Bubble wrap—when it’s still used—is therapeutic gravy for both adults and kids.

Fisher-Price celebrates the toys received during the holiday season and the everyday items that can double as toys when imaginations are used.

Wieden + Kennedy Portland created a social and online video campaign to promote the latest Toy Season catalog. Voiced by a small child excited for the holidays, the ad salutes finding entertainment in nearby things … and if all else fails, there is a toy catalog to peruse. 

“There are toys all around. It’s the best time of year,” begins the ad. “Toy Season has found us, let’s play and find cheer. …  From the snow on the ground to the food we enjoy, it’s Toy Season, get playful, the world is your toy!”

Catalog options like the Corn Popper, Little People Big Yellow School Bus and Linkimals Cool Beats Penguin are interspersed between household toys like garland doubling as a snake, a candy cane as a pirate hook or snow from the freezer as a baseball. Here’s hoping that candy cane isn’t from last year and that an adult checks the temperature setting in that freezer.

“The Fisher-Price ‘Let’s Be Kids’ campaign invites adults back into the world of childhood, and this social campaign is the latest step in that journey,” says Chuck Scothon, SVP and GM of Infant and Preschool at Mattel. “We feel as though toys are a universal language that allow adults and children to just have fun, and the holiday season gives us a great opportunity to celebrate that.”

The campaign, running on Facebook, Instagram, YouTube and Pinterest, was inspired by another W+K project for Fisher-Price: “See Toys Everywhere.” Print ads imagined items like bananas and hairbrushes packaged as toys since they can double for a telephone and microphone. 

W+K tells Muse that while the project had a fast turnaround, “the team stretched beyond their role to produce the work together. The CD doubled as the director, account and production dabbled in art fabrication, and all of our production partners went above and beyond to bring the vision to life in a way that allowed everyone to feel truly integrated in the production.” 

CREDITS

Client: Fisher-Price

Creative
Wieden + Kennedy Portland
Creative Director: Devin Gillespie
Deputy Creative Director: Derek Szynal
Art Director: Ragen Fykes
Copywriter: Becky Brinkerhoff

Integrated Production
Executive Producer: Hayley Goggin
Producer: Marcy Smith

Strategy
Group Strategy Director: Nathan Goldberg
Social Strategy Director: Devon Dickson

Account Management
Group Brand Director: Vanessa Miller
Brand Manager: Dejana Peric

Design
Design Producer: Alex Sanchez
Designer: Allison Berg, Shannon Dunlop, Arielle Wilkins
Production Specialist: Ken Berg, Liliya Dru
Copyediting: Erica Nikolaidis
Print & Fabrication: Kristin Holder

Business Affairs
Global Director of Business Affairs: Amber Lavender
Business Affairs: Maggie Harasyn
Business Affairs: Rylee Millerd

Creative Operations
Creative Operations Manager: David Ramirez

Media Team
Group Media Director: Stephanie Ehui
Associate Media Director: Sarah Strachan
Media Supervisor: Danny Davis
Associate Media Planner: Shivani Kapadia

Public Realtions
Director of Public Relations: Katie Hull
Communications and Editorial Manager: Lucy Dwyer

Traffic
Integrated Traffic Manager: Greg Depp

PRODUCTION
Company: Lucky Day
Director: Devin Gillespie
Line Producer: Rachel Gardell
Director of Photography: Caitlin Machak
Production Designer: Payton Newcomer

EDITORIAL
Company: Lucky Day
Executive Producer / Partner: Chris Vanderloo 
Editor: Kyle Von Hoetzendorff
Post Producer: Rachel Gardell 
Flame Artist / Colorist: Raphael Mosley 

MUSIC
Company: Fisher-Price Sound Studio
Sound Studio Lead: Jeremy Keller
Composer: Timothy Clarke
Mix + Sound Design: Field Day Sound
Executive Producer: Leslie Carthy 
Sound Designer: Morgan Johnson