The toy brand appointed five Christmas Marketing Officers aged five to eight to create a festive advert putting family play at the heart of Christmas
Playmobil has given creative control of its UK Christmas campaign to the audience it’s aimed at and who understand play best: children.
The brand appointed five children, aged between five and eight, as Christmas Marketing Officers (CMOs) to develop, direct and voice its festive film, from first idea to final cut.
Playmobil say the initiative reflects its belief that Christmas should create more space for imagination, connection and shared play. By putting children behind the campaign, the brand has created an advert that speaks to families in their own language-through the ideas, humour and honest observations of the children at the centre of festive play.
The festive film sees children ask Father Christmas for “more play, less phones”, prompting the grown-ups to put down their screens and join the fun. Products featured in the film will be available through leading retail partners in the run-up to Christmas, helping families bring the play home
Delilah, aged 8, a Playmobil Christmas Marketing Officer, said: “We wanted to show that Christmas is much more fun when everyone plays. A phone can’t be a princess, an astronaut or a dinosaur… well, not a very good one anyway!”
Armed with Playmobil figures, a filming kit and a simple brief, the young CMOs developed the story, created the characters, directed the action and voiced the finished advert. The result is a festive film shaped by how children see Christmas, rather than how adults assume they see it. The campaign puts children’s imagination at the centre of the season, carrying a clear message from its makers: the best present is time spent playing together.
Mitch Levene, Country Manager at Playmobil, said: “Christmas advertising usually tells children what they should want. We wanted to do the opposite and hand the brief to the people who understand Playmobil best. Our five CMOs led the thinking, and the work is better for it: more playful, more imaginative and much closer to what makes Christmas exciting for children. It’s a campaign shaped by its audience, not just aimed at them.”
The campaign also brings Playmobil’s festive range into the family moments it celebrates. Products featured in the film will be available through leading retail partners in the run-up to Christmas, giving families the chance to recreate the playfulness and storytelling at home.
The advert runs across the brands global social channels and is supported by PR, and social activity.
