Children have wonderful minds. Their imaginations are untethered by experience. They don’t know can’t be, so everything can be.
Wieden + Kennedy and Fisher-Price have reawakened the wonder that adults should have for children’s ability to play, to make ordinary things playthings, to make the everyday world a fantasy place. To make toys out of anything. The new campaign is part of Fisher-Price’s Let’s be Kids platform, the brand’s invitation to grown-ups to see the world with openness, optimism and enthusiasm, which launched in November 2019.
Wieden+Kennedy describes its campaign, See Toys Everywhere, as a “playful reminder that toys really are all around us”.