With the help of the 3dids consultancy and the creative studio Yerno, the christmas advertisement from the toy chain Toys once again puts the emphasis on the problem of dog abandonment in Spain. Juguettos wants to turn around the abandonment figures – more than 170,000 a year. because every Christmas, 50,000 pets become a long-awaited gift and many of these animals go on to add to that number.

Last year Juguettos was the first toy chain that launched an action in which the little ones were made aware that dogs are not toys that we can put aside when we get tired of them. Now, he takes up the baton and addresses the adults, represented in Santa Claus and the Three Wise Menas those in charge of making children’s dreams come true.

“Christmas Pact” is the title of an emotional piece in which King Gaspar writes a letter to Santa Claus where he proposes “say enough” to dog requests as if they were toys. Both seal an alliance in which they agree to collaborate to avoid this type of practices. A commitment that Juguettos signs and invites citizens to join.

To this end, Juguettos has included an awareness campaign in its traditional Christmas catalogue, with which it reaches thousands of homes. On its pages you can find examples of “broken toys”: real cases of dogs that one day were a highly desired gift and that ended up being taken in by a shelter. It also offers information on this problem and responsible adoption on the website, in its social profiles and points of sale.

“As toy experts we know well that dogs are not toys and we have the responsibility to serve as a speaker. Although the abandonment figure decreased slightly in 2023, more than 200,000 pets had to be collected by the shelters.says José Luis Díaz Mariscal, General Director of Juguettos.