Moose Toys: Going Supernova – Achieving #1 in the doll category

Shopkins, a toy brand owned by Moose Toys, used an influencer strategy focused on YouTube to increase sales in the US.

Campaign details

Advertiser: Moose ToysBrand: ShopkinsAgency: MWWPRCountry: United States

Situation Analysis

Introduced by Moose Toys in 2014, MWWPR has been the agency behind Shopkins since the brand's first months in the US. After a solid first year, the 2015 holiday season was a particular point of emphasis as the company launched new products under the collectible toy brand, Shopkins. MWWPR was tasked to drive sales and licensing revenue, and ultimately, steal market share from legacy toy brands attached to major entertainment properties.

Notably, the client also tasked MWWPR with sustaining Shopkins' popularity beyond...

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