Smyths Toys Superstores "If I were a toy" by McCann Manchester

Beyonce's hit gets a remix for the new ad for Smyths Toys, which features a young boy in the title role singing If I Were a Toy and becoming a champion for gender neutral marketing in the process.

The animation by MPC has already won over social media. Tweeters including @ManVsPink have applauded the work for challenging stereotypes.

The spot follows the adventures of a boy called Oscar, who imagines being a range of toys and characters, including a queen in a pink gown and crown.