McCann won the brief to become Smyths’ lead strategic and creative agency after a competitive pitch against VCCP Blue.
The incumbent agency, TBWA\Manchester, declined to repitch for the business. Smyths ran the pitch without an intermediary.
According to Nielsen, Smyths spends around £6 million a year on advertising.
TBWA\Manchester had held the account since 2013, when it won the business after a pitch. Its 2014 Christmas campaign for the brand showed toys travelling from all over the world to make it into Smyths stores in time for the festive season.
Martina Moran, the senior marketing manager at Smyths Toys Superstores, said: "The McCann team demonstrated they understood us as a team, understood us as a business and that they understood our consumers.
"Importantly they showed how they could translate those insights into a creative campaign with real cut through."