Transforming toy retail for revenue growth

World-leading toy manufacturers, Hape, enlisted us to support in their transformation from a wholesale trade business to a direct-to-consumer model. In a market focused on gift-giving, Hape entrusted us with the mission of reaching, engaging, and converting customers through the Hape store in five European markets.

We designed an end-to-end digital brand presence, establishing a robust analytics framework, digital platform onboarding and media performance activation. Our approach enabled Hape to launch brand and sales focused campaigns, direct to consumer, for the first time. This included the creation of a messaging matrix, dynamic targeting, tracking shopper behaviours, and the development of a proprietary gift-finder website tool. We strategically leveraged these assets through digital advertising, social commerce, and Google search & shopping.

In addition, we relaunched and elevated the Hape Store on Amazon to ensure strategic and communicational alignment with DTC, delivering a complete transformation of its retail media experience, strategy, and activation, managed across 5 markets.

The transformation delivered exceptional commercial impact for Hape, generating a 10x return on ad spend during peak demand periods and achieving a sustained 3x return within the first year. Our strategy successfully scaled direct-to-consumer activation across five European markets, supported by the onboarding of four key platforms and a comprehensive analytics infrastructure.

By combining data-driven media, advanced tracking, and localised execution, we enabled Hape to move confidently from wholesale to a high-performing DTC model - establishing a scalable, insight-led ecosystem designed to drive continued growth across Europe.