Fisher-Price festive magic, wrapped by HUB

The long-running Baby’s First Fisher-Price festive campaign with Smyths Toys had slowly lost its magic. The range had become more toy-led, less baby-focused, and the category as a whole was struggling to stand out amongst the festive ad noise.

We were challenged to create a seasonal ad campaign that would be rolled out in-store, online, across social media, baby cinema and more. Something that felt unmistakably Fisher-Price… but refreshed. Something that would resonate with modern parents, while still speaking directly to the grandparents, aunties and uncles who respect the brand’s heritage.

We knew exactly what Fisher-Price needed. We’ve built a trusted, ongoing partnership with Mattel, and our previous collaborations with Smyths Toys meant we already understood the expectations, pace and importance of retail campaigns in the festive period.

This time, we were brought in not just to deliver the work, but to help shape the creative itself. Our integrated model—strategy, insight, creative, production, photography, film and editing all under one roof—meant we could influence the direction from day one.

We began with data. Not the dry kind, the human kind. Our paid media marketing team and in-house data scientists helped us dig into the shifting Fisher-Price audience. This meant targeting grandparents and other family gift-givers who were already emotionally invested in the brand.

We needed to tap into the nostalgia and magic of their own childhood festivities. Likewise, we wanted to target parents and gift-givers looking for toys with purpose and heart.

We knew the opportunity lay in celebrating the small but unforgettable moments that are made possible by toys. The tiny milestones that feel enormous when you’re little, and the memories that span generations.

So, we built the campaign around First Moments That Matter.

Each hero toy was given its own meaningful moment. A child gripping the wheel of a toy car, showing the thrill of taking control for the very first time. A toddler learning that a walker can be the difference between a slow crawl or an excited run. Our photography and film work was all crafted to feel familiar, authentic, emotional and timeless.

To bring that emotion to life, we location-scouted for a space that felt like festivities used to: a cosy Victorian home dressed in warm colour, texture and tradition. Aspirational, but still believable. Somewhere grandparents would recognise and parents would want to step into.

We moved away from the stripped-back beige aesthetic dominating modern baby marketing and instead leaned into the playful, colourful world Fisher-Price has always stood for. Rich reds, glowing lights, warm wood. The kind of festive atmosphere that wraps you up the moment you step inside.

Next, the models. We had nine products to capture, and eight children all under four-years-old to keep focussed on set. We needed to give these kids time to experiment, play, and discover the wonder of Fisher-Price’s toys on their own, so we didn’t push them. We didn’t force any shots. All the moments captured on camera were completely authentic – and the final assets speak for themselves.