Moose Toys partnered with Nickelodeon’s creative service, Velocity, for five new Shopkins TV spots that take a different approach to toy marketing. The new spots launched last week and will continue into the holiday season.

In each of the five spots, the viewer spends the first few seconds watching a traditional ad for lipstick, cookies, organic fruit, and basketball shoes, when a Shopkin takes the place of its real-life counterpart. The new concept empowers kids to change the narrative and take control of grown-up situations.