Where the fun begins

DreamLand, the largest toy retailer in the Benelux, is entering a new chapter with a fresh brand identity, a new logo, and its cheerful mascot Dreamy. Following the integration of ToyChamp and FUN stores, the campaign reintroduces DreamLand in Belgium and launches it in the Netherlands. With the promise “Fun starts here”, DreamLand positions itself not just as a toy store, but as a place where families share joy, imagination, and simple moments of laughter.