How Moose Toys turned gifting into a scalable UGC and paid media engine

Moose Toys is a global toy company with a multi-category portfolio spanning girls’ brands, boys’ brands, games and board games, arts and crafts, and preschool toys. Its portfolio includes owned brands such as Little Live Pets, Magic Mixies, and GooGoo, as well as licensed properties including Bluey. Moose Toys sells primarily through retail partners including Target, Walmart, Amazon, Five Below, and Smyths.

• Moose Toys didin’t have a structured gifting or UGC program. PR efforts were limited to traditional press and media outreach, and creator relationships often depended on pay-to-play arrangements
• Gifting was largely limited to a small group of toy-industry creators, leaving Moose Toys unable to reach other audiences.
• A need for always-on awareness: Licensed brands like Bluey needed a way to maintain momentum when new content from the licensor wasn’t available.

Before adopting Skeepers, Moose Toys’ approach to creator content was informal and limited in scale. The team did not have a structured gifting program and dedicated infrastructure for UGC creation. When gifting did happen, it relied on a small pool of toy-industry creators, and much of the company’s broader creator activity depended on pay-to-play arrangements rather than a scalable, organic model.

The team also wanted to reach beyond the traditional toy audience, including parents, collectors, and creators in adjacent categories like beauty and fashion. This was especially relevant for its girls’ brands, where Moose Toys saw natural overlap with these audiences. The need for organic UGC was particularly challenging for licensed properties like Bluey. Without new episodic content, the team needed another way to keep Bluey top of mind and continue highlighting new toys.

• Skeepers expanded Moose Toys’ creator pool beyond toy niche influencers to parents, collectors, and beauty and fashion creators.
• The platform’s briefing tools and boosting functionality helped brand managers craft storytelling-driven campaigns and turn top-performing organic UGC into paid media across Meta, TikTok, YouTube, and Google Ads.
• Dedicated Skeepers support, niche-targeting capabilities, and creator re-engagement gave Moose Toys’ lean brand teams a scalable way to run always-on and campaign-specific content programs.

Skeepers helped Moose Toys move beyond its narrow creator base, opening the door to parents, collectors, and creators from adjacent lifestyle categories. This worked especially well for its girls’ brands, where the collectability and appeal seen among beauty and fashion creators translated naturally to toys.

The program also evolved beyond just a gifting strategy. Moose Toys’ brand managers began creating more strategic briefs, sharing example content, and storytelling prompts to encourage creators to build around real-life moments like back-to-school shopping and birthday parties rather than simple product mentions. Skeepers’ seamless boosting functionality allowed the team to identify high-performing organic content and put media dollars behind it, extending the reach and value of its best-performing creator content across Meta, TikTok, YouTube, and Google Ads.

The team also began using Skeepers to reach very specific audiences. For GooGoo, that meant tapping ASMR creators. For Magic Mixies, Moose Toys reached adult collectors and nostalgia-driven buyers. The team also ran retailer-specific campaigns, with creators filming content at Target and Walmart stores. Skeepers made it easy for Moose Toys to re-engage successful creators from past campaigns, helping the team build relationships with creators they knew were a good fit.

• UGC is outperforming traditional advertising. A single creator’s organic content earned millions of views and, once boosted it outperformed every other paid asset.
• UGC helps Moose Toys maintain awareness between licensed content releases.
• Moose Toys is generating UGC at scale, creating 136 posts, over 3.6 million impressions, 41,241 interactions, a 3.42% engagement rate, and $152,169 in Earned Media Value (EMV).

Since partnering with Skeepers, Moose Toys has moved from simply gifting products to using creator content as an important part of its paid media strategy. UGC sourced through Skeepers is now used across Meta, TikTok, YouTube, and Google Ads, with creator content becoming some of Moose Toys’ strongest-performing advertising.

One of the clearest examples came from the launch of the Despicable Me 4 Fart Blaster. A creator’s organic content went viral, earning millions of views. Moose Toys then boosted the content and repurposed it for paid media, where it went on to outperform every other asset in the campaign.

For Bluey, brand managers used back-to-school content from Skeepers creators in paid ads. This helped maintain brand awareness during a period when there was no new content from the licensor. The team also requested Spark Codes for content from creators, giving Moose Toys the flexibility to amplify multiple pieces of creator content and extend their reach through paid media.