The brand will launch its "making Christmas easier" campaign, created by Bartle Bogle Hegarty, on Sunday (11 November), with a 90-second TV ad during ITV1’s The X Factor. It was directed by Chris Palmer through Gorgeous.
The spot shows a father taking a lift to a department-store floor populated by living toys. It ends with the man using his mobile to pay for the "ideal" toy gift. The actor James Corden provides the voice of Mr B the monkey, who acts as the man’s guide through the toy shop.
Viewers can interact by using the Shazam app to tag the ad as it airs. This will allow them to enter a competition to win prizes.