Set to the tune of Beyoncé's 2008 hit single "If I Were a Boy," the spot features a little dude named Oscar singing "If I Were a Toy" while imagining all the fun stuff he could do if he could magically turn himself into some of the cool playthings he finds while browsing around the store.
The entire video is only 40 seconds long, but in that time we get to see the little guy soaring into space as a rocket, taking flight in a Lego spaceship, busting a move on Dance, Dance Revolution until his batteries run out...and yes, ruling the land as a queen while decked out in a sparkly tiara and long, pink gown.
So. Much. Yes!
"I am in love with this advert!" wrote one user. "I know plenty of little boys who would love to be princesses."
"I could cry with joy!" added another. "Thank you @SmythsToysUK for helping banish stereotypes!"
And from a third:
"@SmithToyUK your new advert is the best you've ever done! HOW CUTE!! you made the boy a queen."
And for that, we all #BowDown.