Playmobil Christmas advert made by five children aged five to eight

Five children aged five to eight have been appointed Playmobil's Christmas Marketing Officers (CMOs) and have created the toy company's festive advert. Given a box of toys, filming equipment and a brief to create their own Christmas story, they worked as creative directors, writers and filmmakers.

Children's Christmas Wish

The festive film opens as children try to get their parents to play while the grown-ups are distracted by their phones. Turning to Father Christmas, rather than asking for presents, the children make a simpler wish: “more play, less phones”. It comes true as the grown-ups put down their screens and join in a game of hide and seek, before everyone gathers for a Christmas party where Father Christmas shows off his dance moves.

Playmobil's research shows that nearly four in 10 children wish their parents would play with them more often.

CMOs Explain Their Vision

Mitch Levene, Country Manager at Playmobil, said: “We decided this year that no one was better qualified to make our Christmas advert than children, so we handed them the camera and let them get on with it. What they said really stuck with us. They didn’t ask for bigger presents or more stuff, they just wanted grown-ups to put their phones down and come and play. Screens have a place in family life, but this Christmas our CMOs are asking for something very simple: more time to play together. With Playmobil, children have the characters and worlds to spark their imagination, and the best stories happen when everyone joins in.”

Delilah, aged 8, Playmobil Christmas Marketing Officer, said: "We wanted to show in our advert that Christmas is much more fun when everyone plays. My mum does really funny voices when we play, and sometimes they’re so silly that we can’t stop laughing! This Christmas, I think grown-ups should put their phones away and come play with us. After all, a phone can’t be a princess, an astronaut or a dinosaur… well, not a very good one anyway!"