JUMP retail Leads Multi-Agency Team on Intertoys Sinterklaas Campaign

JUMP retail (Bureau Intertoys) led creative development for 'De Grote Sinterklaasfilm,' an Intertoys holiday campaign that earned a SAN Accent award nomination.

The campaign brought together six agencies: Brand Potential Benelux, Engaged, [WERKTITEL], Vandeez Creative Agency, JUMP retail, and Mediahuis Nederland. Bureau Intertoys coordinated the retail component while the broader team handled creative development and media.

Sinterklaas campaigns represent significant seasonal revenue for Dutch toy retailers. Intertoys operates 250+ stores across the Netherlands and Belgium. The multi-agency structure reflects the campaign's scale: retail activation, media planning, and creative execution handled by separate specialist shops.

The SAN Accent awards recognize Dutch advertising and communication work. Nominations were announced in early 2026 for work completed in 2025. The retail category includes in-store activation, shopper marketing, and retail-driven campaigns.

'De Grote Sinterklaasfilm' translates to 'The Big Sinterklaas Film.' Dutch holiday campaigns often use film-length content rather than traditional 30-second spots. The format extends brand engagement during the November-December shopping season when Sinterklaas dominates Netherlands retail.

JUMP retail operates as Bureau Intertoys' in-house agency. The arrangement gives Intertoys dedicated creative resources while maintaining access to external specialist partners for larger campaigns. Multi-agency collaboration structures are common for major retail seasonal pushes: single shops rarely staff for both strategic planning and execution at scale.

The campaign ran during Q4 2025. Award results will be announced at the SAN Accent ceremony later this year.