The new campaign, "play to learn" by AMV BBDO, uses poster and print ads featuring iconic childhood toys.
Building blocks, Plasticine and Meccano highlight the premise that playtime influences beyond childhood and impacts children's future well-being and development into adulthood. The campaign also encourages adults to play again and rediscover their inner child.
Mark Fairbanks is the art director on the campaign, with production handled by Kirstie Johnstone.
The museum’s 2008 "inner child" initiative won an award at Campaign’s Big Awards last year. The three executions included "toys", "play" and "inner child".