Momentum MENA & Yas Island: Toys beg for a reprieve from the struggles of lockdown

Once upon a time, keeping kids entertained was a task on rainy Sundays. For the last eighteen months in lockdowns, it has been an everyday struggle. Parents have had to invent all kinds of makeshift entertainment alternatives.

But among all these struggles, a group of unsung heroes has been carrying the lion’s share of this burden. It’s not the parents, nor even the teachers. It’s the toys that have been overused and much-abused. 

With that in mind, agency Momentum MENA (part of McCann Worldgroup) and family entertainment destination, Yas Island, have come to the rescue of the toys by urging families to stop “toying around and (take a) break like you mean it”.

The campaign cuts across the functional offer-based messaging that is typical of the category and presents a spin on a typical Kids-Go-Free campaign, where children stay, play and dine for free all summer long. It’s a series of little films called Toy Talks, a quirky, outlandish fusion between Toy Story and TedTalks where tired toys are finally speaking up and sharing their lockdown traumas. The films pay weird yet wonderful homages to some of the world’s most iconic toys and take a few fun jabs at competing destinations. They feature original characters like Mr Fire Tyres, Bathtub Dolphin, Marbie, and Iron Bro, each of whom has their own voice and entertaining monologue. They have been racking up hundreds of thousands of views on Instagram and YouTube.

Beyond the social content, there are Toy Repair pop-ups where families get to restore their toys and win a discounted vacation to Yas; a Toy Trade-In radio activation; engaging influencer content; and even a @ToyTalkers Instagram handle where toys share their woes. 

The campaign is further amplified by online competitions and a partnership stunt.

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