Starting today, a new TV commercial is airing as part of the cross-media campaign. In it, a young boy does everything he can to share his wish list with Sinterklaas, ensuring the Saint knows exactly what he wants. Meanwhile, his best friend, Bruno the dog, tries to stop the list from reaching Sinterklaas. Bruno worries that if his owner receives new toys, they might not spend as much time together. But as it turns out, one of the gifts the boy asked for—and receives thanks to his wish list—is something they can enjoy together. The soundtrack for the TV spot is a re-recording of the ’90s hit ‘What is Love’ by Haddaway.

Fiona Vanderbroeck, Director of Marketing at Bol: "Sinterklaas brings magic to life by turning the wishes and dreams of children into reality. With Het Grote Speelgoedboek and the app, children can discover their favourite gifts while helping parents and ‘Sinterklaas helpers’ understand what will truly make them happy. ‘What is Love’ in the campaign video emphasises the joy of thinking about others and sharing happiness.”

Max Kurstjens, Senior Creative at DEPT®: "The growth of Bol’s Digital Wish List through Het Grote Speelgoed App gives children the feeling of being directly connected with Sinterklaas. The story of the boy and his dog, Bruno, highlights how special and meaningful that connection is to a child."

A Magical Warehouse
The gifts from Sinterklaas don’t come from just anywhere—they come from a magical warehouse, a place that sparks the imagination of children. On the cover of Het Grote Speelgoedboek, children can see the exterior of the warehouse. Inside the book, they’ll find a revamped wish list poster shaped like the warehouse itself. The digital wish list in the app mirrors this design, further enhancing the experience.

Martijn Uittenbogaard, Lead of Het Grote Speelgoedboek: "New this year is the physical advent calendar included in the book. Starting 16 November, children can scan a square on the calendar daily using the Grote Speelgoed App. Each day unlocks a new video featuring Pietje Fernando, a beloved character from De Club van Sinterklaas. In the videos, Pietje Fernando gives children a behind-the-scenes look at Sinterklaas’s warehouse and answers questions like, ‘How does Ozosnel walk on rooftops?’ and ‘What does Sinterklaas do in Spain?’ He also shares the Pieten’s adventures as they fill children’s shoes at night.”

Integrated Cross-Media Campaign
For the second consecutive year, Bol and De Club van Sinterklaas have partnered on a branded content collaboration. Het Grote Speelgoedboek and the app are featured in the cinema film De Club van Sinterklaas: Het Grote Sneeuwavontuur and on the popular Pietentube channel. On the big screen, Pietje Fernando stars in an exciting cinema commercial for Bol, showcasing the magical lift of Sinterklaas’s warehouse. This lift is also brought to life in select cinemas across the Netherlands and Belgium as part of a physical activation campaign.

Additionally, Bol has partnered with several magazines, including Donald Duck, Bobo, Okki, and the Doeboek from the Sinterklaasjournaal.

The campaign rolls out today across TV, online video, radio, and out-of-home (OOH) advertising. It also features social and digital content, influencers, and creators, alongside a dedicated cinema campaign. More about Het Grote Speelgoed App can be found at: bol.com/speelgoed-app (http://bol.com/speelgoed-app).

Campaign Credits:
Bol: Renee de Brouwer, Judith van den Boomen, Simone Monster, Niels Moes, Danielle Snoeij, Fiona Vanderbroeck
Agency: DEPT®
Direction: Bart Timmer, Czar
Media Agencies: Dentsu Nederland and Mindshare België
Branded Content: Jabadoo
Digital Extension: Men in Green
Activations Build: Megawatt
Influencers: &Agency
Creator Content: Aidem
PR: NewsLab

Het Grote Speelgoedboek Ecosystem Credits:
Bol: Creative Studio, Martijn Uittenbogaard, Chantal Kremer, Sanne Huijsmans, Niek Sanders, Jeroen Vonk
Agencies: De Reclamefabriek, DEPT®, and Bright River