DreamLand and Lucy challenge "lame" adult gifting.

The "Lame Gift" Epidemic

The centerpiece of the campaign is a humorously relatable film that captures the raw frustration of "adulting." In the spot, we see parents reaching their breaking point. When faced with yet another uninspired gift, they react exactly like a toddler would: with full-blown, floor-kicking, door-slamming tantrums.

"We wanted to tap into that universal feeling of receiving a 'useful' gift when what you really wanted was something fun," says Kim Schepmans, Marketing Manager at DreamLand. "At DreamLand, we believe you’re never too old to play. Our range for teens and 'kidults' has grown exponentially, and it’s time our communication reflected that."

NL video - VL Video - FR Video

Catering to the "Kidult" Trend

The campaign positions DreamLand as a destination for all ages. Recent market data shows a significant rise in 'Kidults', adults who buy toys, collectibles, and complex board games for themselves.

DreamLand’s expanded collection for older audiences includes:

• High-end LEGO sets and complex building kits.
• Strategy-based board games for social gatherings.
• Pop culture collectibles and action figures.
• Outdoor and leisure gear designed for adult use.

By showing adults acting like children, the campaign uses humor to highlight a simple truth: the child inside us never really disappears; it just gets buried under sensible socks and kitchen gadgets. The film serves as a "call to action" for gift-givers to be more adventurous and for adults to reclaim their right to play.

The campaign will be rolled out across television, radio, and social media and cinema in Belgium and The Netherlands.