DreamLand and mortierbrigade give a magical Saint Nicholas gift to every child

DreamLand and mortierbrigade are once again launching a campaign around Saint Nicholas. Two years ago, the focus was on highlighting pigeonholing through gender-specific toys. Last year, the lack of social contact due to the coronavirus crisis played a central role, and more than 24,000 children had the chance to have a personal chat with their hero Saint Nicholas. This time, child poverty is on the agenda, and the toy specialist is enacting its social responsibility by launching a widespread donation campaign.

The campaign itself is being organised in collaboration with Het Kinderarmoedefonds (The Child Poverty Fund) and youth charity Arc-en-ciel, in order to most efficiently support local organisations with the necessary resources. Alongside this, DreamLand is donating toy vouchers itself.

It’s with good reason that we want to support parents and children living in poverty: 1 in 5 children in Belgium are still being born into disadvantaged families. Because giving families pleasure is part of our DNA, we want to help families for which this is a struggle as much as possible. We are delighted to have set up a great campaign in partnership with mortierbrigade, which is designed to raise social awareness and encourage our customers to donate. – Elisabeth Verhaeghe, responsable marketing et communication at Dreamland

“Together with DreamLand we feel duty bound to put socially relevant themes on the map. This specific theme demands a warm story that really strikes a chord with people, but which at the same time deals appropriately with the sensitivities around a delicate topic like poverty. The result is a film that encourages people to give a magical Saint Nicholas gift to every child, because every child deserves to be able to enjoy this warm tradition.”  Joost Berends, Partner & Executive Creative Director at mortierbrigade.

The film directs viewers to a major campaign in all 47 DreamLand shops and in the webshop at dreamland.be, which allows customers to donate toy vouchers to Het Kinderarmoedefonds in Flanders and Arc-en-ciel in Wallonia and Brussels.


The film was created in collaboration with Czar and Marit Weerheijm, who also directed the story we told two years ago, and can be seen on TV and online from today. The full campaign runs until 6 December through a range of channels. In addition to the film, it also includes a redesign of the toy brochure that will be landing in letterboxes across Belgium, in-store POS material and communications, radio commercials, and promotion through social media and online.

Give a magical Saint Nicholas gift to more than just your own child. Buy your Saint Nicholas toys this year at DreamLand shops or from dreamland.be.

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