CASE STUDY

Moose Toys Captivates Gen Alpha on Roblox Ahead of Holidays

Making the Holiday Wishlists of the Next Generation

#1

Multigame Toy Campaign on Roblox in 2024

1.2B+

Minutes of engagement

56.6%

Lift in Purchase Intent Among Players

32.8M+

Gameplay Sessions

Client Challenge

With kids’ TV viewership down 90% over the past decade, toy companies face a new challenge: reaching kids during the holiday season - the critical make-or-break moment to capture kids’ and parents’ attention and drive sales. Moose Toys needed a way to stand out, fast. They found their answer in partnership with Gamefam: Roblox.

Campaign Objective

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

Drive Heroes of Goo Jit Zu Sales: Strengthen Heroes of Goo Jit Zu’s popularity & further drive cross-screen engagement and cultural buzz.

Execution

This first-of-its-kind, multi-game holiday takeover unfolded in two phases across four games:

Phase 1: The campaign kicked off with the arrival of Heroes of Goo Jit Zu in Gamefam’s Weapon Fighting Simulator and Easy Obby. Gen Alpha completed quests and experienced the toy line’s signature stretch-and-squish action in-game to earn Goo Jit Zu–inspired weapons and rewards.

Phase 2: Next, the XOX Kweenies made their Roblox debut in Bayside High School and e.l.f. UP! - an unprecedented collectibles-meets-beauty crossover. Players embarked on a cross-game journey, collecting e.l.f. makeup items, completing challenges, and interacting with Kweenie NPCs.

The campaign championed fearless self-expression while setting a new bar for multi-brand collaborations on Roblox. Beyond driving discovery, it fostered a deeper connection with the brands, giving Gen Alpha the chance to be immersed in these iconic franchises as they shaped their holiday wishlists.