Inside's Peppermelon's silly, violent toy race

See the character design process for PepperMelon's hyper-colourful ad for Bart Smit.


Peppermelon's latest ad for Belgium- and Netherlands-based toy chain Bart Smit is more violent that most kids toys ads. While dripping in glitter rather than gore, in the ToyLand ad we do see toys getting dispatched left, right and centre as they race through a candy-coloured landscape.

Here Peppermelon has provided us with some sketches and storyboards, so you can see how they developed the characters.

Image: Sketches showing the development of Perkobot.

Image: Sketches showing the development of Mecha Centaura.


Image: Sketches showing the development of Teddy.

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Image: A storyboard from ToyLand.