Toybox is a considered $300+ purchase, not an impulse buy. Organic had gone quiet for over a year and lifecycle was a handful of sale-only sends, so every paid ad had to build trust and close the sale at the same time, an expensive way to sell holiday volume.
This is a paragraph where you can include any information you’d like. It’s an opportunity to tell a story about the company.
Rebuilt organic around real kids showing real use, not staged product shots. Turned lifecycle into three always-on jobs: education, revenue moments, retention — running year-round instead of only around sales + holidays, with licensed drops and cultural moments giving people a reason to stay engaged in between.
Q4 2025 spend came in ~23% lower than Q4 2024, and ROAS showed great improvement (2.44 → 3.74). Paid needed less to do more, because the audience wasn't cold anymore.
Webby Nomination · Silver, Drum Awards Americas
