Fun starts with DreamLand & Lucy

Following the acquisition of DreamLand and the integration of the FUN stores by ToyChamp in 2023, the group now operates under a single name: DreamLand. With a network of 90 stores in Belgium and the Netherlands, the brand is now unveiling a complete overhaul of its universe.

The repositioning is based on three pillars: a new baseline, “Fun starts here”, the arrival of Dreamy, a funny, likeable mascot, and a revamped, more coherent brand experience that focuses entirely on fun. In the shop, too, everything invites exploration and play, rather than just buying. All these elements ensure that DreamLand will clearly distinguish itself from other players in the market.

‘In the current landscape, where e-commerce continues to grow, the success of our physical shops really makes the difference,’ explains Koen Nolmans, CEO of DreamLand. ‘Online shopping is purely transactional, whereas in a physical shop it becomes a social, emotional experience, especially when it comes to toys. And the figures back this up: more than half of visitors leave with toys under their arms, while the conversion rate of webshops is no more than 2%.’

Cowboy

“With this campaign, we want to show that DreamLand is synonymous with fun. Even a silly joke, such as a horse farting, creates a moment of connection. It is that kind of spontaneous, genuine fun that we want to convey,” says Laurent Dochy, Creative Director at Lucy.

The campaign will kick off in the Netherlands, where the DreamLand brand does not yet exist, with a comprehensive media mix of television, radio, cinema, and digital. In Belgium, the rebranding will also be supported by an equally ambitious media plan: OOH, cinema, online, and sponsorship of popular television programmes.

Credits

^{Brand: DreamLand
​Contact: Kim Schepmans, Gaelle de Clippele, Roel Waelravens, Niels Moons}

^{Creative agency: Lucy
​Creatives: Jan Nagels & Koen Van Deun
​Design Director: Karel Chanterie
​Account Director: Médina Boufekane
​Creative Director: Laurent Dochy
​Copywriter FR: Gregory Ginterdaele
​Strategy Director: Mélanie Dalla-Riva
​Strategic Planner: William de Woot
​​
​Film production: Crush
​Managing Director: Camille Cieters
​Executive Producer: Mirjam De Vreese
​Producer: Roxanne Wylleman
​Production Assistant: Emma Schiettecatte
​Director: Kevin Boitelle
​DP: Stefan Van Diest
​Focus puller: Vincent Aaron Segers
​Key Grip: Matthijs Van Der Burgt
​Grip: Ito Burny
​Sound: Mathias Pico
​Stylist: Gudrun Wylleman
​Make Up Artist: Natascha Matheuwezen
​
​Sound production: Studio Helsinki
​Creative producer: Tom Brillouet
​Sound Engineer: Patrick Giets
​Music: Stef Caers
​}