Leading toy retailer Smyths Toys Superstores has appointed McCann Manchester as lead strategic and creative agency following a competitive pitch.

The appointment is effective immediately and McCann Manchester will be working across the retailer’s 88 stores across the UK and Ireland.

Smyths’ previous agency TBWA/Manchester, which won the £6m-rated account in April 2013, declined to repitch for the business.

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The appointment follows a competitive pitch process against VCCP Blue.

The win represents the latest addition to McCann Manchester’s retail portfolio which spans clients including Aldi, Harveys, Well Pharmacy and Lakeland.

Martina Moran, senior marketing executive 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.”

Richard Aldiss, managing partner at McCann Manchester, added: “Opportunities in a sector as exciting and creatively stimulating as toy retailing do not come along very often, so we’re delighted to have won this brief.

“We believe there is a real opportunity for us to help the team at Smyths Toys Superstores build further on what is already an incredible business success story.”

Watch TBWA Manchester’s 2015 advert for Smyths: