The Entertainer has appointed Caroline Smith as its new Marketing Director. The appointment comes as the brand embarks on its biggest-ever TV advertising campaign for Christmas, with the debut work by newly retained creative agency adam&eveDDB.
Smith joins with a strong track record in consumer marketing roles, including three years as Marketing Director at eve Sleep, and three years as Head of Brand at the AA, where she was responsible for all brand advertising. Her brief at The Entertainer is to further increase its penetration in-store and online – ultimately helping to achieve its wider aim of becoming the UK’s best-loved toy store.
Andrew Murphy OBE, group CEO, said: “We’re delighted to have Caroline on board as we move into this exciting new chapter for The Entertainer. Her experience with high-profile brands and success in driving engagement makes her the perfect fit for this role.”
Smith joins as The Entertainer launches its biggest-ever integrated Christmas campaign, created by Matt Gay and Feargal Ballance at adam&eveDDB, and directed through MJZ Productions. The agency was appointed as the brand’s retained creative agency following a competitive pitch process in May 2024.
Launching online, the TV spot will first air on Saturday 16 November, at 8.30pm on ITV1 during a celebrity edition of The Chase. The 60-second film is inspired by the deep love kids develop for their toys. The ad features the endearing character of Ray, a once much-loved stuffed toy who is now feeling a bit lost as his owner has since turned her attention towards a remote-control monster truck.
The story tugs at heartstrings and ends on a humorous note, concluding with the endline: “For the next love of their life.”
Caroline Smith said: “Our brief to adam&eveDDB was to get parents, uncles, aunts, grandparents and anyone else with a child in their life who’s obsessed with that one thing, to choose The Entertainer whenever they need to buy a toy. Their response was a strategy that is powerfully emotional, but with a streak of humour which will really give The Entertainer cut through during the Christmas advertising extravaganza.”
The campaign runs until 24 December, across TV, BVOD, cinema, digital, and social platforms, reinforcing The Entertainer’s commitment to becoming the go-to destination for toy-buying this Christmas.
