Irish retailer Smyths Toys is to launch a multiplatform campaign in England and Wales in order to build its brand recognition with the aim of becoming the biggest toy retailer in the UK.

The campaign, created by Chester based agency Underdog Creative will run across TV, POS and promotional and marketing materials.

The TV campaign consists of a brand commercial and a series of product and price ads featuring a mix of live action and CGI.

Ken Davies, creative director of Underdog explained: “We were incredibly impressed by Smyths plans for growth in the UK and the enthusiasm with which they were going about things. We knew we needed a concept that would capture this enthusiasm whilst appealing to both mums and children.”

Davies, former creative director of TBWA\Manchester heads up the agency which was established in 2003.