Advertising firm Wieden + Kennedy and toymaker Fisher-Price are trying to reawaken the wonder that adults should have for children’s ability to play, to make ordinary things playthings, to make the everyday world a fantasy place. To make toys out of anything.
The new ad campaign is part of Fisher-Price’s Let’s be Kids platform, the brand’s invitation to grown-ups to see the world with openness, optimism and enthusiasm, which launched in November 2019.
Wieden+Kennedy describes its campaign, See Toys Everywhere, as a “playful reminder that toys really are all around us”.
Here is a delightful ad from the campaign that shows how kids see the world, one in which they can transform any object into a plaything.
It’s a wonderful ad, but it seems to raise a question.
If kids can transform any ordinary object into a toy, why would there be any need to buy toys from Fisher-Price…