In a recent release from the Consell, the scene focuses on a slogan reading, “One Nadal, more Valencia.” The clip foregrounds a pointed critique raised by socialist MP Nuria Pina, who argues that the message bypasses the Valencian industrial landscape. Rather than spotlighting local factories and their contributions, the video emphasizes toy companies and their historical role in supplying gifts to children not only across Spain but also in global markets. Pina emphasizes that this framing leaves out the broader identity of the Valencian economy and its enduring manufacturing base, highlighting a perceived disconnect between the festive narrative and the region’s actual productive capacity.
The production centers on the traditional figure of the Three Wise Men, depicted as readers of letters and participants in quiet, collaborative discussions. The imagery draws on regional iconography to anchor the holiday tableau: Xixona nougat makes a decorative appearance, while other distinctive elements of the Valencian Community are woven into the scene. Viewers glimpse the imposing Peñíscola castle and a nod to the Betlém of Xàtiva, alongside the familiar puchero, a hearty Christmas meal cherished in many Valencian households. The blend of these symbols situates the holidays within a clearly local cultural framework, inviting audiences to recognize the region’s unique heritage alongside universal festive traditions.
Yet Pina contends that the advertisement misfires on a crucial level. She argues that the toy industry receives no direct attention in the campaign, a choice she views as erasing the sector’s significance for the Valencian economy. Her description of the Consell de Mazón’s approach is blunt: it appears to overlook the long-standing industrial achievements of the Valencian Community, a perception she characterizes as a missed opportunity to honor homegrown manufacturing prowess. By focusing on a nostalgic toy narrative that nearly omits the region’s production base, the message misses a meaningful chance to celebrate local industry and its many workers who contribute to the area’s economic vitality.
From Pina’s perspective, the Valencian toy sector stands as a cornerstone of regional economic identity. She highlights that the region has already established itself as an influential hub in the global toy supply chain, supported by robust production facilities and a broad network of suppliers. The 2022 Christmas campaign underscores this reality, with Valencian toy stores — many concentrated in Foia de Castalla — reporting strong turnover figures and steady employment. Pina notes that the region’s toy trade helps sustain thousands of local jobs and contributes significantly to economic activity, fostering a sense of communal pride among workers, shop owners, and families who rely on these businesses during the holiday season. In her view, the region’s achievements in this sector deserve recognition as a meaningful element of Spain’s broader industrial landscape, not a footnote in a festive tableau. She points out that annual turnover tied to the Valencian toy industry exceeds a substantial sum, reflecting the resilience and demand for locally manufactured products in global markets. For many families, a toy produced in Foia de Castalla carries a narrative of regional craftsmanship and economic continuity, echoing past manufacturing traditions while adapting to contemporary consumer tastes. This portrayal reinforces the idea that Valencian industry can be a source of both pride and practical economic value, especially when campaigns and public messaging integrate its contributions into the celebratory storytelling rather than opting for a narrow, nostalgic focus on toys alone.