In 2024, Toybox only advertised August through December, so paid had to carry the whole funnel just as Meta and Google costs were rising. Email was inconsistent, SMS didn’t exist and organic had been dormant for a year, leaving little to drive repeat purchases or warm the audience before Q4.
If Toybox built email, SMS and organic year-round, it could earn trust and repeat purchases in the off months. A warmer audience going into Q4 would mean paid didn’t have to work as hard, or spend as much, to convert.
Year-round email, SMS and organic would keep purchasers engaged after checkout, driving repeat purchases of Printer Food, subscriptions and new drops.
In Q4 2025, Toybox spent about 23% less on paid than in Q4 2024, while ROAS rose from 2.44 to 3.74. A warmer audience going into the holidays meant paid didn’t have to work as hard to convert.
