When a solitary scientist installs a beating heart in his new invention, the little fella is quick to get up and leave his creator’s apartment. But Robbiii the Robot’s origin story is not a sad one. Instead of leaving his creator behind, this year’s signature toy from Dutch department store De Bijenkorf is quick to return with a magical bunch of new friends.
After last year’s holiday season campaign for De Bijenkorf centered on Bobbie the Bear, a new mascot was developed: Robbiii the Robot. He features in the shop windows as well as in a commercial that was once again directed by New Amsterdam’s Victor D. Ponten. ‘My first thought was: where does the robot come from, and why is he here? That lead me to the 20th century Japanese toy robot designer Jiro Aizawa. He was the inspiration for the scientist in our commercial.’
That lead me to the 20th century Japanese toy robot designer Jiro Aizawa. He was the inspiration for the scientist in our commercial.
The first meeting for developing Robbiii the Robot took place all the way back in January. Victor: ‘To create maximum emotional impact, we developed Robbiii with CGI for the film. But various physical iterations have been created for shop displays, as well as a stuffed doll version that’s for sale. They had to go into production before the script was even finished.’
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