BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania.

Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale.

It also highlights that buying toys can be just as fun as playing with them and features a cover of the popular Thin Lizzy song, The Boys are Back in Town.

BIG W GM of marketing Kristen Linders said, “Second only to Christmas, BIG W’s biggest sales period is during our Toy Sale, so it is the perfect time to drive hype and have fun with the hottest new toys and huge sale items – available both in store and online.

“Kids are always excited about the newest toys and latest crazes and BIG W is the destination in Australia offering the best brands at the best prices,” she added.

Like moths to a flame, the Toy Mania campaign captures kids’ innate attraction to toys and will run from tomorrow with a teaser advert on social and in online videos, with a catchy brand TVC launching on 20 June. The campaign will also feature in radio, out of home and online.

For the first time, BIG W is partnering with Snapchat to engage with kids and families on a platform they all love. A bespoke Toy Mania lens and interactive game will be launched so customers can take the fun up a notch on their smartphones.

With a few selected stores will open at midnight, sales on 80 per cent of its toy range and almost 200 new toys being released, there’s no better time to plan for Christmas, pick up Birthday gifts.

The Toy Mania creative was brought to life by M&C Saatchi Group.

M&C Saatchi creative director Brendan Donnelly said, “We saw CCTV footage of a recent BIG W Toy Sale of parents going crazy as the doors opened, this provided enough inspiration to fuel our campaign.

“Recreating that scene with kids has captured the joy and sometimes lunacy that comes from toy.”