CASE STUDY

First Beauty/Toy Crossover on Roblox

Bringing together e.l.f. Beauty
with Moose Toys

22.4M

Visits

51%

of players indicated greater purchase intent after playing the campaign vs. before

2X

increase in Kweenies’ Google search volume during the campaign

Client Challenge

The holiday season is the Super Bowl for toy companies – a critical make-or-break moment to capture kids’ & their parents’ attention and drive sales. Moose Toys was launching a new brand, XOX Kweenies, and needed to build its audience from scratch. But with kids' TV viewership down 90% over the past decade*, Moose Toys knew it must reinvent the holiday marketing playbook to stand out.

Campaign Objective

Introduce the brand to Gen Alpha through immersive game integrations, driving awareness & brand affinity. Bring in e.l.f. Beauty for first-ever beauty/collectible crossover on Roblox.

Execution

Moose Toys knew they needed to stand out—fast. Partnering with Gamefam, they found the answer was Roblox, the platform where kids spend over two hours everyday (more than TikTok, YouTube & Instagram).

Together, Moose Toys & Gamefam turned Roblox into toy heaven for Gen Alpha with a 2-game takeover across some of the most popular games –Bayside High School & e.l.f. UP! Zooming in on e.l.f. UP!, Moose’s all-new franchise Kweenies collaborated with e.l.f. Beauty to inspire fans to unleash the power of self-expression and embody the fearless, quirky spirit of Kweenies. It served as the first beauty/toy crossover campaign on Roblox.

Players were immersed in a world of creativity & action: meeting their favorite characters, completing quests, tackling mini-games & unlocking exclusive virtual rewards.

[*The Wrap]