Beyoncé teams up with Smyths Toys Superstores

Beyoncé has teamed up with Smyths Toys Superstores for an adorable advert. The 35-year-old singer - who has four-year-old daughter Blue Ivy with rapper husband Jay Z - has given the firm the right to use her hit single 'If I Were a Boy' for their new television campaign which depicts a journey through the imagination of a boy named Oscar, who adapts the lyrics of the song into 'If I Were a Toy'. The commercial takes a ground-breaking gender neutral stance, with the boy both playing with toy planes and dressing up in a dress to "be the queen of the land". It has been reported that the 'Halo' singer got behind the cause as she believes in children being allowed to play with any toys she wants and not gender specific items. The advert will run on television, but will be supported with smaller campaigns in digital, radio, print, and social media formats. Sinead Byrne, head of marketing for Smyths Toys Superstores, said of the advert: "We want to bring the excitement of the toy store as seen through the eyes of a child to our customers. We have really enjoyed working to create this magical campaign and we are excited to finally reveal it to our customers." The collaboration between the 'Formation' singer and Smyths Toys comes after Beyoncé admitted her mother Tina was her biggest hero, and she wants to have that same influence on her own daughter. She said previously: "My biggest hero is and always will be my mother. She has taught me about caring for others, working hard and working smart. Everything I know about being a mother comes from the examples she has shown. "My mother has instilled confidence in my sister and me and taught us to always be grateful."