Global Toy News Insight
PLAYMOBIL is taking a fresh approach to holiday marketing by placing children directly in charge of its Christmas advertising campaign. The brand appointed five children, ages five to eight, as Christmas Marketing Officers, giving them creative control over the concept, direction, storytelling, and voiceovers for its festive film, The Most Playful Christmas Ever!. Built around the message of “more play, less phones,” the campaign encourages families to prioritize imagination, shared experiences, and screen-free play during the holiday season. For toy manufacturers and marketers, the initiative demonstrates the potential of consumer-led storytelling, particularly when brands involve their core audience in developing authentic messaging rather than relying solely on traditional advertising strategies.
For toy industry businesses, PLAYMOBIL’s campaign highlights opportunities to strengthen consumer engagement through child-driven creativity, emotional storytelling, and purpose-led marketing. By positioning children as creators rather than simply consumers, PLAYMOBIL reinforces its brand identity while addressing parental interest in meaningful family interactions and reduced screen time. The campaign also connects its message to retail by featuring products available through leading retail partners, creating a bridge between brand storytelling and holiday purchasing opportunities. As toy companies compete for attention during the critical holiday shopping season, this approach offers manufacturers, retailers, and marketing teams a compelling example of how authentic audience participation can differentiate a brand, generate social engagement, and reinforce the value of physical play.
PLAYMOBIL HANDS ITS CHRISTMAS CAMPAIGN TO FIVE CHILDREN
The toy brand appointed five Christmas Marketing Officers, aged five to eight, to create a festive advert designed to put real family play back at the heart of Christmas.
London, November 4, 2026 — 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.
The initiative reflects PLAYMOBIL’s 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.
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.
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.
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 brand’s global social channels and is supported by PR and social activity.
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.”
Delilah, aged 8, 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!”
PLAYMOBIL’s child-created Christmas campaign is available to watch on its global YouTube channel: The Most Playful Christmas Ever!
About PLAYMOBIL
For over 50 years, PLAYMOBIL has been inspiring children and adults alike with its diverse themed worlds. The iconic, 7.5 cm tall PLAYMOBIL figures are at the heart of the creative, multi-award-winning system toy—they invite children to slip into different roles, experience exciting adventures and create their own world.
Over 3.8 billion figures have been produced since the market launch in 1974. Today, PLAYMOBIL is represented with over 40 play themes in around 100 countries worldwide.
