2020 is definitely NOT cancelled

Don't ever give up on positive news - we need it now more than ever. 

As we took on the launch of Hamleys Christmas for 2020 last week, I did wonder whether the market was going to embrace an inherently happy story at a time when huge swathes of our media on and offline and most of our social channels were rammed to the rafters with pandemic related doom and gloom.  

I recognise many of the mainstream media and commentators - just like the rest of us - have to keep going and producing. Against the harsh context of covid - the job has inevitably changed. We have an unavoidable and unerring news agenda that heaps on the daily information and much of it is negative. In truth that's the job and it kind of has to be, if we are going to be up to date and in possession of important developments as a public - it's only that way we really know how we should be behaving at any time or in any part of the country.

But I worry at how easy it is to let that become habitual thinking or for people to get too cynical and locked on to the negative vibe. You have to believe that amidst it all, there is room to send some simple happy messages about children and the joys of magic and Christmas. We had to make the decision on whether to press the positivity button this year in the way I have done so for over a decade now with this client. And we also had to consider all the challenges of trying to deliver it under strict covid guidelines and to a media community that has itself been fragmented, dislocated and thoroughly messed about by the pandemic.

We chose to do it and I am delighted to say virtually every national daily went with us either online or in print. So from The Sun to The Guardian and Mailonline to Forbes and the business section of The Telegraph, they all embraced it for its simplicity and frankly timely relevance.

Spirit and attitude in these difficult times are so important - so where we can let's give people a positive lift and hope that some degree of happy normality just might be attainable this Christmas. And whilst many will be separated or in uncertain circumstances and under economic pressure by the time the big day comes around, Christmas is about the spirit of togetherness and shared happiness. Our social content and influencer work is now getting a similarly enthusiastic response from a public understandably wearied by this year's challenges.

The Evening Standard summed up our collective belief as a team,  but also that of the Hamleys business when they opened their feature with these words: 

"2020 is not cancelled. No matter how the year began, Hamleys is here to save the day just in time for Christmas. The internationally renowned toy retailer has released its top 15 gift list during its eagerly-awaited annual showcase. This year, the toy selection reflects the challenges faced by families during the global pandemic. Victoria Kay, Head of Buying at Hamleys explains, “Creating some simple Christmas magic feels more important this year than ever”.

2020 is indeed NOT cancelled. So if you have a positive story to tell, please don't shirk from getting it out there - it's needed and as our experience shows, it is likely to be welcomed with open arms. 

And well done to my team who embraced their own positive energy and belief to get this Christmas programme off and running with a bang. Hats off to Kavya Chauhan, Susan Arumemi, Lorna Kirk and Aimee Russell and of course the amazing team at Hamleys whose spirit is simply infectious and unstoppable. Here's to a magical Christmas - bring it on!